BREAKING: McDonald’s has officially pulled its controversial AI-generated Christmas advertisement after facing a tidal wave of backlash from viewers online. The decision came just three days after the ad debuted on the McDonald’s Netherlands YouTube channel on December 6, 2023.
The fast-food giant’s move to withdraw the video reflects a significant response to public criticism, as many deemed the ad “creepy” and “soulless.” Viewers took to social media to express their outrage, with one user, Theodore McKenzie, labeling it “the most god-awful ad I’ve seen this year,” surpassing even criticisms of Coca-Cola’s previous AI efforts.
The commercial, which showcased a choir singing Christmas carols outside a McDonald’s, attempted to explore the “bad side” of Christmas. However, it was met with harsh scrutiny for its unsettling use of generative AI, resulting in awkward animations and an eerie aesthetic. Critics condemned the message that Christmas could only be joyful if spent at McDonald’s, igniting further discontent across social platforms.
Despite the uproar, The Sweetshop, the production company behind the ad, defended their work in a now-deleted statement, claiming that it was the result of a dedicated team effort. CEO Melanie Bridge asserted that ten of their “in-house AI and post specialists” worked tirelessly for seven weeks to produce the ad, generating “thousands of takes” to achieve a “high-craft production.” She emphasized that the commercial was not merely an “AI trick,” but a genuine film.
“I don’t see this spot as a novelty or a cute seasonal experiment. To me, it’s evidence of something much bigger: that when craft and technology meet with intention, they can create work that feels genuinely cinematic,” Bridge stated.
The backlash against the ad raises significant concerns about the use of AI in marketing and production, particularly as major corporations like McDonald’s follow in the footsteps of other brands. Notably, Coca-Cola has utilized AI for two consecutive years for Christmas ads, and Disney recently struck a $1 billion deal with OpenAI to incorporate AI-generated characters into their projects.
As the fallout continues, McDonald’s must now navigate the implications of their decision to rely on generative AI for such a high-profile campaign. The swift removal of the ad serves as a critical reminder of the potential pitfalls of AI in creative industries.
Moving forward, stakeholders in advertising and production will surely be watching closely to see how McDonald’s and others adapt their strategies in the face of consumer feedback. This incident highlights an urgent need for companies to balance innovation with authenticity, especially during the sensitive holiday season.
Stay tuned for more updates on this developing story as we track the reactions from both consumers and industry experts.
