Overview
- The roughly 45-second spot, posted Dec. 6 and titled “It’s the Most Terrible Time of the Year,” was taken down after comments were disabled and negative reactions spread across social platforms.
- McDonald’s Netherlands confirmed it removed the AI-generated advert, saying it aimed to reflect holiday stress but acknowledging many customers see the season more positively.
- The ad depicted AI-rendered mishaps set to a reworked Andy Williams song and closed by urging viewers to “hide out in McDonald’s till January’s here.”
- Production partners TBWA\NEBOKO and Sweetshop created the piece; Sweetshop CEO Melanie Bridge defended intensive human-led work with its in-house AI engine before those statements were later deleted.
- The episode has become a touchpoint in debates over generative AI in advertising, with comparisons to poorly received AI holiday spots from Coca‑Cola and to praised human-crafted work such as Intermarché’s French animated ad.