McDonald's has pulled a Christmas commercial produced with generative AI following encountering considerable criticism on social media.
The short film was produced via generative AI clips and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online lambasted the employment of AI in the commercial. Many labeled it "creepy" and "jarringly assembled".
"This incident serves as an key learning as we explore the proper use of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of things that might go awry over the holidays, using the theme "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include AI-created content have emerged as a rising phenomenon among large brands, particularly for the Christmas season.
- Another beverage giant has also launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: As clips made with generative AI are more likely to distort the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The video also raised concerns about the replacement of human roles in the production sector, with some critics noting it might affect opportunities for camera crews.
Response from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the development took "over a month and a half" and involved creating "thousands of takes" which were then crafted in post-production "just as we would on any standard production".
"This was not an experiment," she said. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the reception for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas ad from another major brand reportedly received a 61% "favorable response" from the public.
However, several companies have also received backlash for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The situation highlights the ongoing debate within the marketing and production sectors about the balance between new tools and creative integrity.
