McDonald's has taken down a holiday advertisement produced using generative AI after facing widespread public disapproval.
The 45-second ad was developed via AI video tools and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Criticism and Removal
Following its publication, viewers on social media lambasted the use of AI in the advert. A number of labeled it "uncanny" and "awkwardly stitched together".
"This moment serves as an valuable lesson as we examine the appropriate utilization of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that often go badly over the Christmas break, with the theme "the most terrible time of the year".
The Movement of AI in Advertising
Campaigns that include generative AI have emerged as a increasing trend among large corporations, notably for the Christmas season.
- Coca-Cola has also released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since segments created using generative AI are prone to distort the longer they run, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The video also raised concerns about automation in the advertising industry, with some commenters pointing out it might affect opportunities for camera crews.
Response from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "seven weeks" and involved producing "countless iterations" which were then crafted during the edit "in the same way we would on any high-craft production".
"This was not an experiment," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the sentiment for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly received a significant "positive feedback" from the public.
However, several companies have also received backlash for using AI in marketing. Italian brand Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The episode underscores the continuing debate within the marketing and creative sectors about the trade-off between new tools and audience reception.
