NetherlandsFood and restaurants2025McDonald's Netherlands
AI-generated Christmas ad 'It's the Most Terrible Time of the Year'
McDonald's Netherlands removes its AI-made Christmas ad on 9 December 2025 after online backlash
Problem
A 45-second ad made entirely with AI went onto the chain's Dutch YouTube channel on 6 December 2025. It showed holiday mishaps and drew complaints that it looked cold and replaced human artists.
Approach
The ad was made by the agency TBWA/Neboko and the US studio The Sweetshop. McDonald's Netherlands took it down and said it was meant to reflect holiday stress, while recognizing that for many guests the season is the most wonderful time of the year.
Results
No figures published
Takeaway
The studio defended the work as full-time craft by a small team. McDonald's Netherlands removed the ad after social media criticism.
Categories
- Size
- Large enterprise
- Industry
- Food and restaurants
- Business function
- Marketing and sales
- Innovation type
- Product and service innovation
- AI technology
- Generative AI
- Adoption
- Vendor solution
- Evidence
- Press reporting
Sources
Source summaries
NBC News reported that McDonald's Netherlands removed the 45-second ad after social media criticism. The company said it had meant to reflect holiday stress, and the studio defended the work as full-time craft by a small team.
Full details are in the original sources.
