Not Lovin' It: McDonald's Withdraws AI-Generated Christmas Ad After Backlash

McDonald's Netherlands has pulled an AI-generated Christmas commercial after it met sustained criticism online. The advert, titled "The Most Terrible Time Of The Year," depicted festive chaos — including Santa stuck in a traffic jam and a present-laden Dutch cyclist slipping on snow — and urged viewers to "retreat to a McDonald's restaurant until January."

Why It Sparked Controversy

The generative-AI spot provoked a strong reaction on social media. Critics said the ad dampened holiday cheer and mocked seasonal traditions; one user wrote,

"This commercial single-handedly ruined my Christmas spirit,"

"Good riddance to AI slop."

McDonald's Response

McDonald's Netherlands told AFP the commercial was intended to highlight the stressful moments many experience during the holidays. The company acknowledged, however, that many guests regard the season as "the most wonderful time of the year," and said reaction to the spot led to its removal from circulation.

Production Defense And Further Debate

Melanie Bridge, chief executive of The Sweetshop Films — the production company behind the advert — defended using AI in a LinkedIn post. She argued that AI "isn't about replacing craft, it's about expanding the toolbox," and emphasized the human contribution: "The vision, the taste, the leadership... that will always be human." Bridge also stressed the project required substantial work: "Ten people, five weeks, full-time."

Her defence drew further criticism from industry peers. Emlyn Davies of Bomper Studio questioned the impact on those who would have been employed on a traditional live shoot:

"What about the humans who would have been in it, the actors, the choir? Ten people on a project like this is a tiny amount compared to shooting it traditionally live action."

What This Means

The episode highlights growing tensions in advertising and film production over the use of generative AI: proponents say it expands creative possibilities and can be resource-efficient, while critics warn about displaced roles and a loss of traditional craft. McDonald's removal of the ad underscores how quickly public sentiment can shape a brand's decisions.