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- AI slop ad backfires for McDonald’s (latimes.com)
McDonald’s “AI-Slop” Christmas Ad Sparks Holiday Backlash, Pulled from YouTube
McDonald’s recently found itself in hot water after an AI-generated Christmas commercial for its Netherlands market, titled “It’s the most terrible time of the year,” was swiftly removed from YouTube following a wave of consumer criticism. Viewers deemed the ad “distasteful” and “odd,” questioning its satirical take on holiday realities.
The 45-second spot, a collaboration between ad agency TBWA\NEBOKO and film production company Sweetshop, depicted a series of chaotic holiday mishaps: people struggling with overloaded gift bags, getting tangled in lights, burning cookies, and even starting a kitchen fire. The ad’s conclusion suggested ditching the holiday madness and seeking refuge at McDonald’s until January, a message that largely failed to resonate with audiences.
“Even without all the ai slop this ad feels incredibly odd,” one YouTube comment read. “Ditch your family and hide in mcdonalds because christmas sucks???”
Marketing experts also weighed in, with David Stewart, emeritus professor of marketing at Loyola Marymount University, stating, “The McDonald’s ad emphasizes all that is negative about the holiday season, and the suggestion that McDonald’s is a respite from such negative experiences is not credible.”
Sweetshop, the production company, defended their work, clarifying that while AI was used as a tool, significant human effort went into crafting the commercial. “We generated what felt like dailies – thousands of takes – then shaped them in the edit just as we would on any high-craft production,” the company stated.
“This wasn’t an AI trick. It was a film.”
McDonald’s has yet to comment on the matter.
Despite the controversy, the incident highlights a growing trend among mainstream brands to incorporate AI into their advertising strategies. Coca-Cola, for example, released its second consecutive AI-generated holiday ad last month, a move that has also faced pushback from artists.
Industry observers suggest that AI’s appeal lies in its potential for cost savings. Justin Inman, chief executive of Emberos, a platform monitoring brand visibility in AI assistants, believes that campaigns like McDonald’s, regardless of their reception, signal a shift in brand marketing.
“AI has changed the playbook,” Inman said. “As one of the largest consumer brands on the planet, McDonald’s is reading the tea leaves of what’s to come for brand marketing.”
With AI-powered search projected to influence substantial revenue and a significant portion of consumers now using chatbots for brand discovery, the strategic integration of AI could also boost a brand’s visibility within these platforms. “Love it or hate it, expect to see more of it,” Inman concluded, anticipating increased brand visibility for companies that engage with AI in their marketing efforts.
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- AI slop ad backfires for McDonald’s (latimes.com)