Amsterdam: McDonald’s has faced strong public criticism after an AI-generated advert titled ‘the most terrible time of the year’ has circulated in the Netherlands, prompting the company to withdraw the campaign.
The advert has depicted chaotic festive-season moments, including Santa stuck in traffic and a cyclist falling in the snow, suggesting that viewers escape to a McDonald’s restaurant until January. Online users have voiced frustration, saying that the advert undermined the joyful nature of Christmas.
Some comments have described the work as damaging to festive spirit, while others have labelled it an example of low-quality AI-generated content. In a statement, McDonald’s Netherlands has said that the intention was to highlight stressful holiday moments but acknowledged that feedback showed many people consider this period ‘the most wonderful time of the year’.
The advert was created by Sweetshop Films, whose chief executive Melanie Bridge has defended the use of AI, stating that it expands creative tools rather than replaces human skill. Bridge has said that extensive hours went into the production, despite misconceptions that AI simplifies the workload. This defence, however, has triggered further debate about job displacement and the reduced involvement of actors, musicians and production crews.
Industry professionals have questioned whether AI-driven campaigns risk sidelining creative workers. Emlyn Davies from Bomper Studio has said that the absence of human performers and traditional production teams is a significant concern. Davies’s remarks have added fuel to a broader discussion about how AI may reshape commercial advertising.
Coca-Cola has also released an AI-generated holiday advert this year, continuing a trend that has drawn criticism from viewers and advocacy groups. Many opposing voices argue that AI imagery, especially in festive campaigns, lacks emotional authenticity and risks alienating audiences.
McDonald’s has remained at the centre of this discussion after the withdrawal of its campaign, becoming a notable case in the ongoing debate around creative AI and seasonal marketing.
As companies test AI-generated content, reactions suggest audiences are still divided over its suitability in emotionally significant campaigns. McDonald’s has used this moment to reassess its festive strategy, while industry observers say the backlash may influence how brands approach upcoming seasonal advertising.
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