McDonald’s Scraps AI-Generated Christmas Ad Amidst Backlash

UPDATE: McDonald’s has just pulled its controversial AI-generated Christmas advertisement after facing intense backlash from viewers. The ad, which was uploaded to the McDonald’s Netherlands YouTube channel on December 6, 2023, sparked outrage for its unsettling portrayal of the holiday season, leading to its removal just three days later.

The commercial featured a choir singing Christmas carols outside a McDonald’s, but its dark theme depicting the “bad side” of Christmas—complete with scenes of terrible weather, awful traffic, and even fatal accidents—did not sit well with the public. Many took to social media to criticize the ad, labeling it “creepy” and “soulless.” One user, Theodore McKenzie, condemned it as “the most god-awful ad I’ve seen this year,” even claiming it was worse than previous ads by Coca-Cola.

In a shocking twist, the production company behind the ad, The Sweetshop, defended their use of generative AI in its creation, prompting further criticism. According to a now-deleted statement by CEO Melanie Bridge, the team of ten “in-house AI and post specialists” worked tirelessly for seven weeks, generating “thousands of takes” to produce what she termed a “high-craft production.” Bridge insisted that the ad was not merely an “AI trick,” but rather a serious attempt at cinematic storytelling.

The commercial’s eerie animations and uncanny aesthetics, combined with its message implying Christmas is only joyful at McDonald’s, outraged millions. As the backlash intensified, many reuploaded the video to hold The Sweetshop accountable, despite its removal from the original channel.

This incident raises crucial questions about the role of AI in advertising. McDonald’s is not the first major corporation to face backlash over AI-generated content; both Coca-Cola and Disney have faced scrutiny in the past for similar ventures. Just recently, Disney announced a $1 billion deal with OpenAI to enhance their generative video platform with 200 characters, including iconic figures like Mickey Mouse.

As the conversation around AI and creativity evolves, this incident serves as a cautionary tale for brands exploring similar paths. The swift removal of the McDonald’s ad highlights the potential pitfalls of using AI in media without considering public sentiment.

NEXT STEPS: All eyes will be on McDonald’s as they navigate the fallout from this incident. Will the fast-food giant pivot away from AI in their marketing strategies, or will they double down on this technology? As the digital landscape continues to evolve, consumers will be watching closely for how brands respond to feedback and adapt their approaches.

Stay tuned for more updates on this developing story.