UPDATE: McDonald’s has officially pulled its controversial AI-generated Christmas advertisement just days after its release on December 6, 2023. This urgent decision follows a swift and intense backlash from viewers across the internet, who labeled the ad as “creepy” and “soulless.”
The commercial, created by the production company The Sweetshop, attempted to depict the “bad side” of Christmas, featuring gloomy scenes of bad weather, traffic jams, and even accidents. A twisted rendition of “It’s the Most Wonderful Time of the Year” played throughout, now dubbed “It’s the Most Terrible Time of the Year.” Viewers were quick to express their disdain, with one critic, Theodore McKenzie, calling it “the most god-awful ad I’ve seen this year.”
McDonald’s removed the video from its Netherlands YouTube channel only three days after its debut, amidst a flood of negative comments and memes. The backlash highlighted the unsettling use of generative AI, which many felt contributed to an eerie and unnatural aesthetic. Critics argued that the ad’s message, implying Christmas is only enjoyable at McDonald’s, was tone-deaf.
Despite the public outcry, The Sweetshop doubled down on their creative choices. CEO Melanie Bridge previously defended the use of AI in the project, claiming that her team of ten specialists worked tirelessly for seven weeks, generating thousands of takes to craft what they considered a “high-craft production.” Bridge emphasized that “AI didn’t make this film. We did,” in a now-deleted statement that has since drawn further criticism.
This incident is not isolated. The evolving landscape of advertising has seen numerous companies, including Coca-Cola and Disney, experiment with AI-generated content. With Coca-Cola facing similar backlash for their AI ads in previous years, the trend raises significant concerns among creatives and audiences alike regarding the future of advertising.
The swift removal of McDonald’s ad sets a worrying precedent for the industry, signaling a potential backlash against brands that utilize AI in their marketing strategies. As more companies explore the capabilities of AI technology, the public’s reaction will be crucial to shaping the ethical boundaries of such creative practices.
What’s next? Observers will be watching closely to see how McDonald’s responds to the backlash in future campaigns and whether other brands will reconsider their use of AI in advertising. As the debate over AI-generated content continues to grow, consumers will likely demand more authenticity and emotional engagement in their holiday messaging.
Stay tuned for further updates on this developing story.
