Zooming out of Asia briefly, here's a lesson to all budding AI crewribes... let's chat about that McDonald's Christmas ad from the Netherlands. It's a proper case study in what happens when big brands try to cut corners with "creative automation".? This whole saga is getting a lot of attention, and for good reason.
The Ad That Wasn't Quite Right
The ad itself was a 45-second commercial, put together by the agency TBWA\NEBOKO with production by The Sweetshop's AI-unit, The Gardening Club. They took the beloved Christmas classic "It's the Most Wonderful Time of the Year" and twisted it into "the most terrible time of the year," aiming for a cynical, relatable parody.
Visually, it was a montage of AI-generated chaos: burnt biscuits, decorating disasters, shopping nightmares, slipping on ice, all those exaggerated holiday mishaps we sometimes experience. The problem was, many of the characters looked, well, off. We're talking glitches, distorted limbs, and that unmistakable uncanny valley vibe.
The storyline was meant to be: "Christmas is stressful, so you're better off hiding at McDonald's until January." The creative team thought this cynical take, combined with AI's 'realistic' messiness, would be a clever gambit. From the brand's perspective, they wanted to say, "December's hectic; people don't need a perfect holiday, they need a break, and McDonald's is that refuge."
Instant Backlash and a Swift Retreat
When this ad dropped on YouTube in early December 2023, the reaction was swift and brutal. People called it "creepy," "soulless," "inhuman," and even "depressing." The distorted visuals and the distinctly anti-holiday message rubbed a lot of viewers the wrong way, especially during a season that's supposed to be all about warmth and cheer.
The dislike-to-like ratio was apparently abysmal, and the comments section was a disaster. McDonald's quickly disabled comments and, within days, pulled the video entirely, making it private or delisted by December 9th or 10th. Critics were merciless, questioning why a global giant would use AI for something that fundamentally requires "human warmth" and authenticity. One comment really nailed it: "Fully AI-generated, that's one. Looks repulsive, that's two. More cynical about Christmas than the Grinch, that's three."
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What This Means for Creative Automation
This isn't just about a rubbish ad, though, is it? It's a huge flashing sign pointing out the limitations of AI-generated content, especially when you're dealing with emotionally charged themes like holidays, family, and nostalgia. The unnatural visuals, the tone-deaf messaging, and the feeling of alienation instead of connection; it all screams "creativity risk."
It also blows a hole in the idea that simply using AI guarantees massive scaling or cost savings. The studio behind the ad actually admitted they spent seven weeks and a lot of human post-production effort just trying to fix AI's flaws^. That really makes you wonder about those promised efficiency gains, doesn't it? We've talked before about how AI Slop: Low-Quality Research Choking AI Progress can be a real issue, and this feels like a similar kind of problem in the creative space.
From a brand management viewpoint, a badly judged AI ad can really damage audience trust. For an iconic brand like McDonald's, this misstep shows just how quickly poorly thought-out AI automation can backfire, turning something "innovative" into a public relations nightmare. It's a reminder that while AI is incredibly powerful, like we explored with Future Work: Human-AI Skill Fusion, it needs human guidance and a deep understanding of context.
Why This Matters Going Forward
If you're interested in where advertising, generative AI, and brand-consumer relationships are headed, this McDonald's debacle is a massive indicator. It's a very clear, very public setback for the "AI-for-everything" push we've seen in creative industries.
Expect to see a lot more scrutiny, not just on if AI is used, but why and how. Brands will likely start weighing up the true cost-benefit of AI, especially when things like "customer sentiment" and "authenticity" become the real currency. This also feeds into broader discussions around AI governance and ethical use, something we've touched on with ASEAN: Regional AI Governance Overview and even Albania’s ‘Diella’ and the Future of AI‑Governance. It's a sign that simply throwing AI at a problem without careful consideration can lead to more trouble than it's worth.
Although it's been delisted, here's a live version (at time of publishing):
Latest Comments (4)
Aiyah, McDonald's, what were they even thinking? An AI Christmas ad? Seriously, I'm a bit dubious about how "creative automation" was supposed to capture the real festive spirit. Christmas is about warmth, family, the *smell* of gingerbread and roast, not some algorithm trying to mimic human emotion. You can't just plug and play sentiment, can you? It's a proper gaffe, this one. Makes you wonder if they're just chasing trends rather than understanding their audience. Better luck next year lah, maybe stick to actual humans for the adverts.
Achha hai, they pulled it. Honestly, sometimes these AI efforts feel a bit… soulless, don't they? Especially for something like a Christmas advert, which needs that human touch. Good on McDonald's for recognising the gaffe. It’s a learning curve for everyone, I suppose.
Oh, that's quite a story. It makes me wonder, though, beyond the ad itself, what do you think this "creative automation" mishap means for bigger advertising campaigns in Japan, where cultural nuances are so important? It really highlights the complexities.
Oh no, not surprising talaga! When I saw that news, I immediately thought of that one time my cousin tried to use AI to write a love letter for his girlfriend – major fail, of course. It just sounded so… impersonal, you know? Like a robot trying to feel. It's a good thing McDonald's pulled it. Christmas is all about warmth and connection, not some algorithm trying to guess what makes people happy. We Filipinos, we value that genuine touch, especially during the holidays. An AI-generated ad, no matter how technically clever, just won't cut it. It lacks the heart, the *puso*. Hope they learn from this kerfuffle!
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