UPDATE: McDonald’s has just pulled its controversial AI-generated Christmas advertisement following a wave of backlash from viewers. The ad, featuring a choir singing carols outside a McDonald’s, was uploaded to the company’s Netherlands YouTube channel on December 6, 2023, but was taken down just three days later due to severe criticism online.
The decision to remove the ad comes after it was labeled as “creepy” and “soulless” by many social media users, sparking outrage over its use of generative AI technology. Critics condemned the ad for its bizarre animations and unsettling aesthetic, with one viewer, Theodore McKenzie, declaring it “the most god-awful ad I’ve seen this year,” even worse than Coca-Cola’s previous AI campaigns.
The commercial depicted the “bad side” of Christmas, showcasing scenes of bad weather, traffic jams, and culinary disasters, all set to a twisted version of “It’s the Most Wonderful Time of the Year.” The underlying message suggested that the holiday is dreadful unless spent at McDonald’s, further fueling public ire.
Despite the backlash, The Sweetshop, the production company behind the ad, defended its creative process. CEO Melanie Bridge claimed that a team of ten specialists worked tirelessly for seven weeks to create what she described as a “high-craft production,” not just an “AI trick.” Her now-deleted statement emphasized that they generated “thousands of takes” to achieve a cinematic feel.
The public reaction was swift and severe, with many re-uploading the ad to hold The Sweetshop accountable. As the internet erupted with criticism, McDonald’s spokesperson confirmed to Newsweek that the company had decided to remove the ad entirely.
This incident raises significant questions about the use of AI in advertising, especially as major brands like Coca-Cola and Disney have ventured into similar territory. Coca-Cola has faced its own controversies over AI-generated ads, while Disney recently entered into a $1 billion deal with OpenAI to expand its generative video capabilities.
As the controversy unfolds, many are watching closely to see how McDonald’s and other corporations will navigate the complex landscape of AI in marketing. The implications of using AI-generated content in advertisements could set a troubling precedent for future productions, as consumer backlash remains a powerful force against perceived insincerity in branding.
Next Steps: As reactions continue to develop, industry experts and consumers alike will be scrutinizing how brands balance innovation with authenticity. The fallout from this incident could influence marketing strategies across the board, with many now calling for clearer ethical standards in advertising.
Stay tuned for updates on this evolving story.
