It's the Most Terrible Time of the Year
The advertisement (with audio removed for copyright reasons) | |
| Agency | TBWA\Neboko |
|---|---|
| Client | McDonald's Netherlands |
| Market | Netherlands |
| Language | English |
| Media | Television |
| Running time | 45s |
| Release date | 6 December 2025 |
| Production company | The Sweetshop |
It's the Most Terrible Time of the Year is an AI-generated television commercial created for McDonald's Netherlands by TBWA\Neboko and The Sweetshop. It was released on 6 December 2025 before being pulled four days later due to negative reception over its use of generative artificial intelligence and its cynical, negative depiction of the holiday season.
Plot
[edit]| It's the Most Terrible Time of the Year | |
|---|---|
 Entry of the advertisement in AdForum including the video. (TVC 40s) |
On a bleak, snowy day during the Christmas season, people across the city endure a series of mishaps and frustrations. Families struggle with huge loads of presents, Santa Claus is caught in traffic, and a Christmas tree "redecorates" a man's home, sending him through a window. Elsewhere, a family contends with irritating relatives and a burnt Christmas dinner. Amid the mounting chaos, one man seeks refuge in a McDonald's outlet. A Christmas choir concludes its rendition of the jingle "It's the Most Terrible Time of the Year" by urging people to "hide out in McDonald's till January's here".[1]
Campaign
[edit]It's the Most Terrible Time of the Year is a 45-second television commercial made by Dutch agency TBWA\Neboko with involvement of United States-based film production studio The Sweetshop.[2][3] The advertisement was produced heavily with generative artificial intelligence (AI) following the trend set by other brands such as Coca-Cola and Toys "R" Us.[4]
McDonald's Netherlands, the client, released a statement that the commercial was meant to depict "the stressful moments during the holidays in the Netherlands".[5] The commercial also used Andy Williams's "It's the Most Wonderful Time of the Year" with lyrics changed to fit with the concept of the advertisement.[6]
According to The Sweetshop, the production of the advertisement took "seven weeks".[4] It also added that much effort was put into the commercial compared to the traditional process.[4] Ten people of its in-house AI unit The Gardening Club worked on the project.[7] Los Angeles-based directors Mark Potoka and Matt Spicer were initially credited to be involved in the film but they resigned due to being sidelined from the production process.[3]
Reception
[edit]The advertisement was released on McDonald's Netherlands' YouTube channel on 6 December 2025.[8] It had an overwhelmingly negative reception over the use of generative AI and the "cynical" concept of the work's story.[2][4][9] The video was made private on 9 December 2025.[8]
The Sweetshop stated that the production of the advertisement took human effort.[4] McDonald's Netherlands, while stating the original intent of the commercial, released a statement after its pullout that, for many of its customers, the holiday season is the "most wonderful time of the year".[3]
See also
[edit]References
[edit]- ↑ "McDonald's - "It's the Most Terrible Time of The Year"". Ad Forum. Archived from the original on 1 February 2026. Retrieved 11 December 2025.
- 1 2 "McDonald's pulls AI-generated Christmas advert following backlash". BBC News. 10 December 2025. Archived from the original on 18 February 2026. Retrieved 11 December 2025.
- 1 2 3 "AI slop ad backfires for McDonald's". Los Angeles Times. 10 December 2025. Archived from the original on 11 February 2026. Retrieved 11 December 2025.
- 1 2 3 4 5 Di Placido, Dani (9 December 2025). "McDonald's AI-Generated Ad Controversy, Explained". Forbes. Archived from the original on 28 December 2025. Retrieved 11 December 2025.
- ↑ "'Ruined my Christmas spirit': McDonald's removes AI-generated ad after backlash". The Guardian. Agence France-Presse. 11 December 2025. Archived from the original on 28 December 2025. Retrieved 11 December 2025.
- ↑ "Not lovin' it: McDonald's pulls AI-generated Christmas ad after social media backlash". NBC News. 11 December 2025. Archived from the original on 5 April 2026. Retrieved 11 December 2025.
- ↑ Wilkins, Joe (9 December 2025). "McDonald's Pulls Down AI-Generated Holiday Ad After Deluge of Mockery". Futurism. Archived from the original on 6 March 2026. Retrieved 11 December 2025.
- 1 2 "McDonald's removes AI-generated Christmas ad after online backlash". CBS8. 10 December 2025. Retrieved 11 December 2025.
- ↑ "McDonald's pulls Christmas advert after criticism". Newsweek. 10 December 2025. Archived from the original on 30 December 2025. Retrieved 11 December 2025.
