McDonald’s apologises: Pulls AI Christmas ad after backlash

McDonald's

McDonald’s Netherlands has withdrawn an AI-generated Christmas advertisement after facing a wave of criticism online, acknowledging that the campaign failed to land as intended. The 45-second video, which appeared on YouTube earlier this week, was taken down within days after viewers reacted strongly to its visuals and tone.

The advert featured computer-generated characters navigating a series of stressful holiday scenarios before finding comfort at McDonald’s restaurants. While the concept was meant to mirror the pressures many people feel during the festive season, audiences were quick to reject the execution. Social media users criticised the ad’s artificial look and emotional framing, with many dismissing it as “AI slop” and questioning why a global brand would rely on generative visuals for a seasonal campaign built around warmth and nostalgia.

According to multiple reports, the backlash escalated rapidly across platforms, prompting McDonald’s Netherlands to remove the video just three days after it went live. The reaction highlights a growing sensitivity among consumers towards AI-generated advertising, particularly during high-emotion periods such as Christmas.

The controversy closely follows a similar incident involving Coca-Cola last month. The beverage giant was criticised for an AI-driven Christmas campaign that featured stylised, anthropomorphic animals reacting to the arrival of its iconic red trucks. That ad also drew sharp criticism online, with users describing it as unsettling and accusing the brand of stripping away the emotional authenticity traditionally associated with its holiday marketing. Together, the two cases point to a broader pushback against the use of generative AI in festive advertising, especially when it replaces familiar human storytelling.

In response to the criticism, McDonald’s Netherlands accepted that the campaign had missed its target. In a statement shared with several news outlets, the company said the ad was intended to reflect the stress that can accompany the holiday season in the Netherlands. However, it acknowledged that many customers view Christmas very differently.

“It was intended to reflect the stressful moments that can occur during the holidays in the Netherlands, but we recognise that for many of our guests, the season is the most wonderful time of the year,” the company said. “We respect that and remain committed to creating experiences that offer Good Times and Good Food for everyone.”

The ad was developed by Amsterdam-based advertising agency TBWA\Neboko, with production handled by The Sweetshop, a New Zealand-based studio. Following the backlash, a statement published by The Sweetshop, which has since been deleted, defended the work and pushed back against claims that the ad was a low-effort use of AI.

According to reports, the production team said it spent nearly seven weeks on the project, generating thousands of AI-driven takes before shaping the final output through a traditional editing process. The studio described the work as a high-effort film rather than a shortcut, emphasising that the process involved long hours and creative decision-making similar to conventional productions.