McDonald’s Netherlands pulled their AI-crafted Christmas ad after a wave of backlash on social media. Some Dutch viewers found the spot hard to stomach, prompting the brand to remove the 45-second video from its YouTube channel this past Saturday.
The clip, titled “the most terrible time of the year,” reimagines the familiar tune of Andy Williams’ “It’s the Most Wonderful Time of the Year.” Throughout the scenes, holiday mishaps unfold: gifts tumble from a car roof after a low bridge, carol sheets flutter away in the wind, and even Santa’s sleigh becomes ensnared in traffic. Other moments show a man injuring himself while ice skating, a woman being dragged by a tram as her coat is caught in the door, and a man dangling upside down after attempting to install Christmas lights.
The narration invites viewers to escape the festive chaos by taking refuge in McDonald’s until January arrives. The tone aims for lighthearted humor about holiday stress, but many perceived it as cynical, unsettling, or simply ill-conceived.
Critics on X (formerly Twitter) were vocal. Some called the AI-generated content creepy or poorly edited, while others argued that, regardless of AI involvement, the concept felt cynical and negative for the holidays. A few noted that, even if AI was used, real people were behind the production, shaping ideas, prompts, and final edits—sparking conversations about the impact of AI on creative work.
In response to the feedback, McDonald’s Netherlands confirmed to NBC News that the ad had been taken down. The company explained that while the piece aimed to depict the holiday stresses many Nederlanders experience, it also acknowledged that for numerous guests, the season remains the most wonderful time of the year.
The short film was produced for McDonald’s Netherlands by The Sweetshop Films (a U.S. company) in collaboration with the Dutch agency TBWA/Neboko. Neither party immediately commented when NBC News requested input.
Sweetshop Films’ CEO, Melanie Bridge, defended AI’s role in a LinkedIn post cited by AFP, arguing that AI should expand the toolbox rather than replace craft, with human vision, taste, and leadership remaining essential. The post was later removed. Bridge cited the intensive effort behind the project, noting a five-week shoot with ten people involved.
Some viewers offered sympathy for the creators, acknowledging that even with AI-generated content, human decision-making and refinement were involved. Others pressed broader questions about AI’s influence on creative jobs and the industry at large.
AI-generated advertising has gained traction, with major brands like Coca-Cola earlier experimenting with the technology. After controversy last year, Coca-Cola avoided close-ups of AI-constructed “holographic” humans and instead highlighted computer-generated animals in its newer campaigns.
Elmira Aliieva
NBC News intern, London
