McDonald's has pulled a Christmas advert created via generative AI after facing widespread criticism on social media.
The short spot was developed using AI-generated video and was originally uploaded publicly for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Shortly after its release, viewers on social media lambasted the implementation of AI in the advert. A number of called it "disturbing" and "awkwardly stitched together".
"This moment serves as an key learning as we explore the appropriate application of generative technology," stated a statement from the company.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various situations that might go awry over the Christmas break, with the tagline "not the most wonderful time of the year".
The Trend of AI in Advertising
Adverts that include AI tools have emerged as a rising phenomenon among prominent companies, especially for the Christmas campaign season.
- Another beverage giant has recently launched back-to-back AI-generated holiday ads.
- Inherent Limitations: As videos made using current AI video tools are susceptible to distort the longer they run, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also raised concerns about the replacement of human roles in the production industry, with some observers stating it could reduce work for production staff.
Response from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the advert.
She stated, the creation took "over a month and a half" and involved generating "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't an AI trick," she said. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was largely criticized, the response for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand according to analysis achieved a significant "favorable response" from the public.
However, various brands have also faced criticism for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The episode underscores the ongoing conversation within the advertising and creative sectors about the trade-off between new tools and audience reception.
