Artificial intelligence has officially infiltrated the world of holiday advertising, and McDonald’s Netherlands is leading the charge with a Christmas commercial created entirely by AI. Tossing aside traditional polished festive imagery, the fast-food giant has unveiled a wonderfully chaotic short film that embraces the true stress and mayhem of December, cheekily dubbing it “The Most Terrible Time of the Year.” While the result is a surprisingly relatable spot that captures the complicated, imperfect spirit of the holidays, its full reliance on AI raises a debate of its own. Keep reading to watch the ad and decide how you feel about this tech-driven twist on holiday storytelling.
McDonald’s taps creative AI to capture seasonal stress
Rather than taking the familiar route of sentimental storytelling, McDonald’s Netherlands builds on its AI ad by diving deeper into the everyday pressures that define the modern holiday season. The campaign was developed with TBWA\NEBOKO—one of the Netherlands’ leading creative agencies known for its bold, culture-driven work—and produced with support from Sweetshop, an international production company recognized for its innovation across traditional and emerging media. Together, they used AI not just as a technical tool, but as a creative filter that amplifies the season’s most frantic moments into exaggerated, almost surreal snapshots.
The commercial’s unusual visual style comes from a collaboration between Sweetshop’s AI-focused division, The Gardening.club, and Los Angeles directing duo MAMA, who helped shape the project into a comedic, heightened take on seasonal stress. What unfolds is a parade of holiday mishaps that feel all too familiar: overscheduled routines, family chaos, home projects gone wrong, and the annual scramble to “do it all” before the big day. Instead of glossing over these realities, the ad leans into them, using humor and intentional overstatement to highlight the relatable imperfections that define December.
This shift marks a clear departure from polished holiday advertising, turning seasonal messiness into its strongest narrative asset. Whether viewers find the AI-fueled chaos charming, unsettling, or simply intriguing, the spot undeniably stands out in a sea of picture-perfect Christmas campaigns.
You can watch the full commercial below.
Public reaction to McDonald’s AI-powered holiday commercial
The AI-driven Christmas ad from McDonald’s Netherlands has sparked a lively conversation among audiences and industry insiders alike, with reactions ranging from intrigue to skepticism. Many viewers praise the campaign for its candid take on the hectic realities of December. By highlighting the stress, overbooked schedules, and chaotic moments that define the season, the commercial has been described as “honest,” “relatable,” and a refreshing departure from the polished perfection typical of holiday advertising. Creative professionals have also noted the campaign’s innovative use of AI as a storytelling tool, applauding the collaboration between McDonald’s, TBWA\NEBOKO, and Sweetshop for pushing the boundaries of traditional festive advertising.
However, not all responses have been positive. Critics question whether AI-generated visuals, with their sometimes surreal and stylized look, can truly capture the warmth and authenticity of a holiday narrative. Some argue that relying on AI risks prioritizing technical novelty over genuine human emotion, resulting in a spot that feels more like a creative exercise than a heartfelt seasonal message. Others have expressed concern that the chaotic tone clashes with the cozy, comforting atmosphere many expect from Christmas campaigns.
Overall, the ad has succeeded in getting people talking. While opinions are mixed, the conversation itself reflects a growing interest in how AI might reshape the future of advertising, especially in campaigns that attempt to capture real, relatable human experiences.
Source: Branding in Asia