‘Soulless and demonic’: McDonald’s takes down AI-generated Christmas ad after massive backlash

McDonald’s Netherlands has pulled its fully AI-generated Christmas advert after it triggered an online storm of outrage, confusion and mockery. The ad, titled It’s the Most Terrible Time of the Year, showed a series of chaotic holiday mishaps and suggested viewers should “hide out in McDonald’s until January.” Far from charming audiences, the video went viral for all the wrong reasons, with many calling it cold, creepy and emotionally empty.Social media quickly erupted with criticism. Thousands of users described the ad as soulless, depressing and even demonic. Commenters said it felt wrong for a brand associated with family outings to release a holiday message that mocked the very idea of family gatherings. Many accused McDonald’s of relying on AI at the cost of human creativity, calling the visuals unsettling and the tone disturbingly bleak for a Christmas campaign.Others pointed out strange AI generated details in the chaotic scenes, including distorted backgrounds, unnatural lighting and oddly moving objects. Instead of a warm festive message, viewers said the ad delivered a sense of dread.As mockery flooded social platforms, McDonald’s Netherlands disabled YouTube comments and later set the video to private. By then, clips had already spread across X, TikTok and Reddit, fuelling even more debate about whether major brands understand how to use AI responsibly or creatively.In a brief statement, McDonald’s said the experience was a “learning” moment about the effectiveness of AI in advertising, suggesting the company may rethink how it uses the technology in future campaigns.The ad was produced by The Sweetshop, which claimed the project took seven weeks and involved intense human effort. A representative even said the team’s “fingers hurt from typing prompts,” insisting the AI workflow was simply an expanded creative toolbox.Instead of softening criticism, the explanation became another joke online. Many argued that seven weeks could have produced a far better ad if humans had handled the creative direction instead of relying heavily on AI.McDonald’s is not the first brand to face backlash for experimenting with AI driven marketing. Coca Cola and Toys"R"Us recently came under fire for AI generated ads that viewers found uncanny, emotionless or creatively hollow. With McDonald’s now joining the list, the debate over AI in advertising is intensifying.The controversy has highlighted the gap between what companies hope AI can achieve and how audiences actually respond. While AI promises speed and novelty, viewers still expect emotional warmth, storytelling and authenticity, especially during the holiday season.For McDonald’s, the takeaway is clear. AI may have a place in advertising, but without the human touch that defines festive campaigns, even global brands can quickly find themselves at the centre of a holiday nightmare rather than a holiday hit.