McDonald’s Netherlands tried to remix holiday advertising this year, but not everyone was lovin’ it.
In a bold attempt to break festive norms, the fast-food brand released a 45-second AI-generated ad that reframed Christmas chaos as the real holiday mood. Set to a twisted version of “It’s the Most Wonderful Time of the Year,” the spot depicted stress-filled scenes using uncanny AI-generated visuals. But within days of its release, the backlash hit hard.
This article breaks down what happened, why it matters, and how marketers should approach AI-powered storytelling, especially when dealing with emotionally loaded moments like the holidays.
Short on time?
Here’s a table of contents for quick access:
- What happened with McDonald’s AI ad
- Why the campaign didn’t land
- Expert take: how to use AI responsibly in brand storytelling
- What marketers should know before going all-in on AI
Patrecia Meliana
What happened with McDonald’s AI ad
The campaign was produced by TBWANEBOKO, alongside The Sweetshop and a team of international AI specialists. It aimed to portray holiday stress in a stylized, satirical way, ultimately positioning McDonald’s as a safe haven during seasonal chaos.
But audiences were quick to reject the ad. Viewers on social media called it eerie, emotionally flat, and confusing. Critics took issue with the uncanny AI-generated characters and the disjointed visuals created by stitching together multiple generative clips. The entire spot ran just 45 seconds, but given the limits of current AI tools, that likely meant dozens of short, stitched sequences.
By December 9, McDonald’s Netherlands had removed the video from its YouTube channel. In a public statement, the company called it a “learning moment” as it continues exploring the effective use of AI in marketing.
Why the campaign didn’t land
The concept had legs. Positioning McDonald’s as a break from festive overwhelm is a relatable angle. But according to creative leaders interviewed by MARKETING-INTERACTIVE and A+M, the execution failed to connect.
Madina Kalyayeva, Managing Director at Tilt, noted that the issue wasn’t the tech but the emotional mismatch. “Viewers subconsciously expect warmth and handcrafted storytelling during festive campaigns,” she said. “The film’s darker, moodier tone clashed with audience expectations. It felt inconsistent and at times, unintentionally irritating.”
Donavan Ratnasingam, filmmaker and founder of Vision Machina, agreed that the core idea was fresh, but the satire didn’t land. “The AI visuals needed more depth, and the storytelling beats weren’t tight enough to support the concept,” he said. The result felt caught between dark humor and melancholy, leaving audiences unsure how to react.
Fey Ilyas, founder of creative consultancy Current Media Group, was more direct. He described the ad as “a proof-of-concept that accidentally went to market.” For him, the bigger issue was how the medium overtook the message. “The audience takeaway became ‘McDonald’s is experimenting with AI’ instead of ‘McDonald’s gets my holiday stress,’” he said.
He suggested the ad could have worked if AI had been used more intentionally. For instance, AI visuals could have represented the chaos of the outside world, then transitioned into warm, live-action scenes inside McDonald’s. That contrast would have supported the narrative instead of confusing it.
How to use AI responsibly in brand storytelling
So, where did things break down? According to the experts, McDonald’s misstep is a sign of an industry still figuring out how to use AI in emotionally sensitive campaigns.
1. Match the tool to the tone
“Creatively and reputationally, we’re still early in the AI maturity curve,” said Kalyayeva. “Many brands underestimate how strongly consumers react when AI intersects with emotionally loaded cultural moments.”
AI should support the emotional tone of the story, not undermine it.
2. Don’t make AI the headline
Ratnasingam emphasized that AI needs to serve the story, not replace it. “Proper AI cinematic production is a new filmmaking medium, not a shortcut,” he said. “If the work feels rushed or unintentional, backlash follows.”
AI should enhance an idea that is already strong, not try to carry it on its own.
3. Treat AI as a tool, not a trend
Fey warned that many brands are still using AI to make noise, not to add value. “The audience’s first thought should never be ‘cool AI’ or ‘AI slop,’” he said. “It should be ‘that’s a brilliant idea.’ AI should just be how it got made.”
He pointed to Coca-Cola as a more mature example. Through its Adobe partnership and Project Fizzion, Coca-Cola is building long-term creative infrastructure with AI. The brand appears ready to handle criticism, because it has committed to craft.
What marketers should know before going all-in on AI
For marketers experimenting with AI-generated content, especially around emotionally charged campaigns, here are key takeaways:
- Tech doesn’t fix weak storytelling. Audiences are quick to call out hollow or awkward content, especially when a beloved brand is involved.
- Use AI where it makes sense. Whether it’s for background generation, visual effects, or chaotic sequences, AI works best when it supports a grounded, human message.
- Craft matters. If you’re going to lead with AI, be prepared to invest in quality. As Melanie Bridge from The Sweetshop noted, the McDonald’s spot involved “thousands of takes,” but the final product didn’t feel intentional or polished enough to defend.
- Prepare to explain your choices. If backlash comes, marketers need to be able to articulate not just how AI was used, but why it was used that way. This separates thoughtful innovation from creative gimmickry.
McDonald’s Netherlands pulled its AI ad not because the idea was flawed, but because the execution couldn’t support it. For marketers, the lesson is not to avoid AI, but to wield it with care. Craft, clarity, and emotional alignment still matter more than tools.
As the industry experiments with new creative technologies, success will belong to those who use AI to serve the story, not replace it.
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