UPDATE: McDonald’s has officially pulled its controversial AI-generated Christmas advertisement just days after its release, following a significant backlash from viewers. The ad was uploaded to the McDonald’s Netherlands YouTube channel on December 6, 2023, and was removed by December 9, 2023, amidst widespread criticism for its unsettling imagery and messaging.
The advertisement, which featured a choir singing Christmas carols outside a McDonald’s, aimed to explore the “bad side” of the holiday season, depicting scenarios like terrible weather and cooking disasters. Critics quickly dubbed the ad “creepy” and “soulless,” with one user, Theodore McKenzie, labeling it “the most god-awful ad I’ve seen this year.”
The backlash intensified as social media users expressed outrage over the heavy reliance on generative AI, highlighting bizarre animations and an eerie aesthetic that strayed far from traditional holiday cheer. The ad’s underlying message that Christmas could only be enjoyable at McDonald’s further fueled discontent.
Despite the swift removal, the production company behind the ad, The Sweetshop, faced its own wave of criticism. CEO Melanie Bridge defended the project in a now-deleted statement, asserting that a dedicated team of ten worked tirelessly for seven weeks to create what she deemed a “cinematic” experience rather than just an “AI trick.” The production company claimed to have generated thousands of takes in pursuit of a high-quality output.
However, the outcry did not subside. Numerous social media users have re-uploaded the original video, aiming to hold The Sweetshop accountable for what many consider a misfire in the realm of advertising. The controversy echoes broader concerns in the industry as more companies experiment with AI, including giants like Coca-Cola, which faced similar criticism for AI-generated ads in previous years.
This latest incident raises serious questions about the use of AI in creative fields and the potential implications for traditional media production. As McDonald’s joins the ranks of brands facing backlash for AI-driven content, the future of advertising could be at a critical crossroads.
What happens next? Observers will be keen to see how McDonald’s and The Sweetshop respond to the fallout and whether other brands will reconsider their own AI initiatives in light of this backlash. As the conversation around AI-generated content continues, this incident serves as a stark reminder of the complexities involved in blending technology with creativity.
Stay tuned for updates on this developing story, as the implications for the advertising industry unfold.
