UPDATE: McDonald’s has abruptly pulled its AI-generated Christmas advertisement following a significant backlash from viewers. The decision comes just three days after the ad was uploaded to the McDonald’s Netherlands YouTube channel on December 6, 2023, amid widespread criticism for its unsettling portrayal of the holiday season.
The commercial, which depicted a choir singing carols outside a McDonald’s while showcasing the “bad side” of Christmas—complete with bad weather, traffic jams, and culinary disasters—sparked outrage online. The eerie animations and uncanny aesthetics, fueled by generative AI, left many viewers disturbed. One critic, Theodore McKenzie, labeled it “the most god-awful ad I’ve seen this year,” suggesting it was even worse than past ads from Coca-Cola.
In response to the intense backlash, McDonald’s announced the removal of the video, stating, “We have decided to remove our AI-generated Christmas advert,” according to a spokesperson for McDonald’s Netherlands. The retraction highlights the growing scrutiny businesses face over the use of AI in advertising, especially when it leads to negative consumer reactions.
The Sweetshop, the production company behind the ad, initially defended its work. CEO Melanie Bridge claimed that ten of their “in-house AI and post specialists” labored for seven weeks to produce the ad, which she described as a “film” rather than an “AI trick.” She emphasized that the project was crafted with intention and creativity, stating, “When craft and technology meet with intention, they can create work that feels genuinely cinematic.”
Despite these assertions, the backlash intensified, with many calling the commercial “creepy” and “soulless.” The video has since been reuploaded by various users who aim to hold The Sweetshop accountable for its controversial use of AI in media production.
This incident marks a significant moment for advertising, as McDonald’s joins a growing list of companies criticized for their reliance on AI-generated content. Notably, Coca-Cola has faced similar backlash for its AI Christmas ads in previous years, and Disney recently announced a $1 billion partnership with OpenAI to develop generative video content featuring beloved characters.
The controversy surrounding McDonald’s ad raises important questions about the future of advertising and the ethical implications of AI technologies. With consumers increasingly vocal about their preferences, brands must navigate the fine line between innovation and authenticity.
As this story develops, many are left wondering how other companies will respond to the backlash against AI-generated content. Will they reconsider their approaches, or will they continue to push the boundaries of technology in advertising?
Stay tuned for further updates on this developing story.
