TL;DR

McDonald’s Netherlands has withdrawn a 45-second AI-generated Christmas advert following significant online criticism. Viewers criticised the ‘creepy’ and ‘poorly edited’ visuals, whilst others raised concerns about job displacement in the creative industry. The company called it an ‘important learning’ moment.

The Ad That Sparked Debate

The advert, created by Dutch agency TBWA\Neboko and US production company The Sweetshop, depicted Christmas mishaps with the slogan “the most terrible time of the year.” Released on 6 December, it was removed just three days later following widespread criticism on social media.

Viewers described the characters as ‘uncanny-looking’ and the overall result as “the most god-awful ad I’ve seen this year.” Technical limitations of current generative AI video tools meant the 45-second piece required stitching together numerous short clips—typically 6-10 seconds each—creating a disjointed viewing experience.

The Sweetshop’s CEO Melanie Bridge defended the production, noting the team spent seven weeks creating “thousands of takes” before editing them together. “This wasn’t an AI trick,” she said. “It was a film.”

Industry Implications

The backlash highlights growing tensions around AI in creative industries. One Instagram comment captured the sentiment: “No actors, no camera team… welcome to the future of filmmaking. And it sucks.”

However, brand responses to AI-generated advertising remain mixed. Coca-Cola’s second consecutive AI Christmas ad reportedly achieved a 61% positive sentiment rating, according to analytics firm Social Sprout. Meanwhile, luxury fashion house Valentino faced similar criticism for AI-generated handbag advertisements described as ‘cheap’ and ‘lazy.‘

Looking Forward

For businesses considering AI-generated marketing content, McDonald’s experience offers a cautionary tale. Current generative AI video technology produces visible artefacts that audiences readily identify and often reject. The cost savings from eliminating traditional production teams must be weighed against potential brand damage and consumer backlash. As AI video tools improve, the calculus may shift—but for now, the uncanny valley remains a significant barrier to mainstream acceptance.

Source: BBC News