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The episode followed criticism of Coca-Cola’s AI holiday campaigns. Together, they suggest a narrower and more useful conclusion than “AI makes bad ads”: when the production technology becomes more noticeable than the human idea, audiences can read technical flaws as evidence that a brand sacrificed care, craft or authenticity.
The McDonald’s commercial that disappeared
The campaign was specific to McDonald’s Netherlands, not a global McDonald’s rollout. TBWANeboko developed the idea, with The Sweetshop involved in production. The commercial ran on television and online, including the McDonald’s Netherlands YouTube channel. Reports described scenes involving malfunctioning Christmas preparations, a sleigh, an ice skater and a Christmas tree.
Coverage variously calls the film AI-generated or heavily made with generative AI. That wording matters: the production process also involved human prompting, selection, editing and post-production. It is not established that every frame was generated by a model. The original upload was subsequently removed or made private, with reports placing the withdrawal shortly after the backlash, around December 9–10.
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McDonald’s Netherlands said the film was intended to show stressful moments that can occur during Christmas and described the episode as “an important learning” about using AI effectively, according to reporting by Adformatie and Heise.
Why the ad attracted criticism
Visible generation errors
Viewers reported unnatural movement, unstable faces and anatomy, objects changing between shots, impossible physical behavior and scenes that felt stitched together rather than directed. The resulting look was compared with low-effort AI internet content, a damaging association for a major global advertiser. A malformed face or impossible motion can dominate a viewer’s memory of a 45-second spot, even when the error lasts only a moment.
A bleak premise for a Christmas commercial
The concept treated Christmas chiefly as irritation, exhaustion and failure. That can be a legitimate comic angle, but the joke—that McDonald’s offers refuge from holiday chaos—was not strong or emotionally generous enough for many viewers. Seasonal advertising usually draws on warmth, togetherness, nostalgia or generosity. The commercial asked audiences to sit with frustration before offering relief, without making the relief feel especially meaningful.
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The authenticity and labor argument
Critics interpreted the film as a wealthy brand cutting corners or reducing the role of conventional creative and production workers. The production team’s explanation that substantial human effort went into prompting, selecting and finishing the material does not settle that objection. Audiences judge the finished experience, not the number of hours spent operating the tools.
Coca-Cola had already exposed the risk
Coca-Cola provides a useful precedent, although the two campaigns were not identical. Its 2024 holiday work used generative AI to recreate or rework elements of its familiar Christmas advertising and drew criticism that the result looked artificial and weakened a piece of brand heritage. In 2025, Coca-Cola continued with an AI-generated holiday campaign rather than retreating from the approach.
Coca-Cola’s making-of material said five AI specialists reviewed more than 70,000 clips over about 30 days. Global vice president and head of generative AI Pratik Thakar defended the process and said the company intended to keep improving the technology. Coverage still questioned the small apparent creative team, the use of automation for a deeply nostalgic property and the gap between Coca-Cola’s “Real Magic” positioning and imagery some viewers perceived as synthetic. See TheWrap, Marketing Dive and Forbes.
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| Campaign | Creative risk | Audience tension |
|---|---|---|
| Coca-Cola holiday campaigns | AI visibly reworked a cherished, nostalgic visual tradition | Automation made “Real Magic” feel less human to some viewers |
| McDonald’s Netherlands, 2025 | AI rendered a deliberately chaotic anti-idyllic Christmas concept | Technical defects and a negative mood overwhelmed the brand message |
The shared problem was not simply that both films used AI. In each case, the production method became part of the audience’s judgment of the advertisement, displacing the brand idea.
Was this an AI failure or a bad-ad failure?
It was both, but in different ways.
What the technology contributed
- Character identity can drift between shots.
- Hands, faces and body movement can look almost human without appearing natural.
- Props, costumes and environments can change unexpectedly.
- Cause and effect, camera movement and physical laws can break.
- Product shapes, packaging and logos can lose consistency.
- Subtle emotional performance is difficult to control through repeated generation.
These problems are particularly costly in short commercials, where viewers have little time to interpret ambiguity. One uncanny transition can become the entire ad’s remembered message.
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What people still decided
Humans chose the “most terrible time of the year” framing, approved the visible aesthetic, selected the final edit and decided to release the film. AI did not independently choose a bleak holiday tone or determine that the result was ready for a mass audience. The case is therefore about creative judgment and governance as much as model capability.
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Why holiday advertising magnifies the risk
Christmas advertising depends on shared rituals, familiar symbols, repeated annual viewing and a sense of human effort. Audiences may accept obvious experimentation in a product demonstration or deliberately comic social post. They are less forgiving when automation is used to reinterpret a tradition associated with warmth and generosity.
This is a strategic inference from the campaigns and their reported reception, not a universal law or a measured survey result. Still, the stakes are clear: a technical shortcut can be perceived as a cultural shortcut when the subject is a cherished seasonal ritual.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What responsible AI advertising should do differently
Start with the brand idea
Write and test the emotional proposition before choosing a generation tool. If the concept is confusing, mean-spirited or mismatched with the brand, better rendering will not rescue it.
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Use AI where it adds capability
AI is more defensible for storyboards, mood boards, previsualisation, controlled backgrounds, texture work, visual effects or localized variations after a strong central film exists. A hybrid of live action, conventional animation and selected generated elements can preserve human performance while using automation selectively.
Inspect every frame and transition
- Check faces, hands, text, logos and product geometry.
- Watch motion at normal speed and frame by frame.
- Test continuity of props, costumes, lighting and perspective.
- Ask whether the camera and physics make sense.
- Review the cut with people who are not invested in the AI process.
Test the emotional result, not just technical polish
Internal teams accustomed to generative tools can become desensitized to artifacts. Ordinary viewers should be asked what they remember, how the film made them feel and which brand they think it represents. If “AI weirdness” is the dominant answer, the campaign has failed its communication task.
Plan for withdrawal
A rollback plan, alternative edit and clear public response should exist before launch. Delisting a film can limit exposure, but it can also be read as confirmation that the campaign failed. Disclosure may satisfy a policy requirement; it does not repair an unconvincing idea or an inauthentic emotional experience.
The strategic lesson for brands
“But humans worked on it” is an incomplete defense. Human labor behind prompts and post-production is real, yet effort does not automatically produce warmth, coherence or craft. The relevant question is whether human judgment improved the concept and the viewer’s experience.
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1Fix the driver behind crashes, sound loss and screen glitches2Clear out junk files and repair common Windows errors3Scan for outdated or missing drivers - takes under a minuteNor does the evidence show that McDonald’s has abandoned AI, that Coca-Cola’s campaigns failed commercially, or that either brand suffered a documented sales decline. It shows that visible, heavily automated holiday advertising can attract strong criticism when the technology, tone and brand promise pull in different directions.
AI is not disqualified from advertising. But for campaigns built on comfort, nostalgia and recognition, making the machinery visible is a high-risk creative decision. McDonald’s and Coca-Cola demonstrate that brands cannot outsource emotional judgment to a generative system and expect the audience to supply the missing humanity.
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