The Backlash Against AI-Generated Advertisements: A Case Study on McDonald’s Netherlands
After the recent criticism aimed at Coca-Cola’s AI-generated Christmas ad, one might have expected other corporations to tread carefully in the same space. However, McDonald’s Netherlands recently released its own AI-created festive commercial, and the reception was far from positive.
Unveiling the Ad
Released on December 6, the 45-second advertisement plays on the theme that Christmas is “the most terrible time of the year.” It showcases various festive mishaps, from tangled Christmas lights to Santa Claus stuck in traffic. The ad ultimately suggests that one can find solace in a McDonald’s outlet amid the chaos.
For those interested, the commercial can be viewed here.
Public Reaction and Criticism
Despite the advancements in generative AI, the ad received backlash due to awkward visuals and unsettling body movements. Many viewers found the production uncomfortable, raising concerns about the diminishing role of skilled human creators in favor of cost-cutting AI solutions.
Comments on social media revealed the extent of the discontent. “Please bring back people doing things again,” one Instagram user lamented, echoing a sentiment shared by many others. A Reddit user bluntly stated, “It’s shit,” while another commented, “A $200 billion dollar company who doesn’t even sell real food also can’t make a real commercial.”
Behind the Scenes: Creative Agency Influence
The controversial ad was developed by agency TBWANeboko in collaboration with production company The Sweetshop, which employed AI tools to create the content. In response to the backlash, The Sweetshop released a statement attempting to clarify their creative process.
The CEO stated that their team had invested significant effort over seven weeks, highlighting that up to ten in-house AI and post-specialists worked closely with directors. “We generated what felt like dailies — thousands of takes — then shaped them in the edit just as we would on any high-craft production. This wasn’t an AI trick. It was a film,” the CEO clarified.
This statement aimed to elevate the project beyond a mere AI novelty, asserting, “To me, it’s evidence of something much bigger: that when craft and technology meet with intention, they can create work that feels genuinely cinematic. So no — AI didn’t make this film. We did.”
The Future of AI in Advertising
With Coca-Cola and McDonald’s both facing public scrutiny for their AI-driven advertisements, the future of AI in corporate marketing remains uncertain. Will other major companies take the plunge into the AI realm, or will they exercise caution following these backlash events? The outcome is yet to be determined as the landscape of marketing technology continues to evolve.
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