Overview
- The 45-second spot, produced entirely with generative tools, went live on December 6 and was set to private about three days later after roughly 20,000 views.
- The ad portrayed chaotic holiday mishaps that appeared to unfold in Amsterdam under the line “the most terrible time of the year.”
- Viewers criticized uncanny visuals, editing artifacts and physics glitches, and raised concerns about AI displacing actors and production crews.
- Dutch agency TBWA\Neboko and production company The Sweetshop created the film, with CEO Melanie Bridge saying it took seven weeks and thousands of takes and was crafted like a high-end production.
- McDonald’s said it intended to depict holiday stress but recognized many celebrate the season, adding that the feedback will guide its search for the effective use of AI rather than an outright retreat.