McDonald’s has withdrawn a Christmas advertisement in the Netherlands after the campaign went viral and drew widespread criticism over its use of generative AI and its bleak portrayal of the holiday season.
The ad, created with Sweetshop Films, used AI-generated visuals to depict Christmas as chaotic, stressful, and overwhelming. In contrast, McDonald’s was presented as a warm, calm refuge where people could escape the seasonal rush until January.
Following backlash on social media, McDonald’s Netherlands confirmed that the campaign had been pulled.
🔥🚨DEVELOPING: McDonald’s is getting backlash after releasing an AI-generated Christmas ad that they claim they ‘hardly slept’ for several weeks to write AI prompts for
McDonald’sStudio: ‘AI didn’t make this film. We did’McDonald’s turned the comments off on YouTube in an… pic.twitter.com/is7cJvTOtJ
— Dom Lucre | Breaker of Narratives (@dom_lucre) December 8, 2025
What Was McDonald’s Christmas Ad About?
The advertisement showed AI-created scenes of confusion, noise, and disorder linked to the festive season, suggesting that Christmas can be emotionally draining for many people.
Against this backdrop, McDonald’s was positioned as a comforting space offering warmth and food during the hectic holiday period.
McDonald’s Netherlands later said the intent was to highlight the real stress some people experience during the holidays, but the company ultimately decided to withdraw the ad after strong online reactions.
Why Did the Ad Face Criticism?
Many viewers objected to the negative portrayal of Christmas, saying the ad clashed with traditional holiday themes. Others criticized the use of generative AI to create emotional scenes that did not actually occur, arguing the visuals felt artificial and engineered rather than authentic.
Another key issue was transparency. Unlike some other brands that have clearly disclosed AI use in recent holiday campaigns, McDonald’s did not prominently highlight that the advertisement was AI-generated, adding to public concern.
Social Media Reactions
The ad sparked intense reactions online. Some viewers described it as “soulless” and “demonic,” while one commenter called it “the most god-awful ad I’ve seen this year.”
Another user questioned the message of the campaign, saying it appeared to urge people to “ditch your family and hide in McDonald’s because Christmas sucks???”
Several social media users also labeled the visuals “creepy” and “poorly edited,” fueling further backlash.
What McDonald’s CEO Said
Amid the controversy, McDonald’s CEO Chris Kempczinski shared a separate message on Instagram, offering career advice rather than addressing the ad directly.
He said individuals should take ownership of their careers, stay organized, and not wait for others to create opportunities, adding that no one cares more about a person’s career than the individual themselves.
