"This year, McDonald's decided to get in on the corporate slopfest with a 45-second Christmas spot cooked up for its Netherlands division by the ad agency TBWA\Neboko. The entire thing is AI, and revolves around the thesis that the holiday season is the "most terrible time of the year." Humbug aside, the ad assaults the viewer with a rapidly-changing scenes played out in AI's typically nauseating fashion."
"Though the abomination of an ad only has 20,000 views on YouTube, backlash in the comments was so intense that McDonald's shut down comments over the weekend, before delisting the video entirely. (Some marketing research databases managed to scrape the clip, if you're curious.) "The future is here, and it's not looking good," one poster mused under an aggregator account on Instagram. "So a company with that amount of resources couldn't create a full production with a big team of people to work together and create something actually worth while?," asked another. "Brilliant.""
""For seven weeks, we hardly slept, with up to 10 of our in-house AI and post specialists at The Gardening Club [our in-house AI engine] working in lockstep with the directors," Sweetshop's CEO wrote."
Generative AI is being deployed by mainstream brands such as Coca-Cola, Google, and McDonald's to produce video advertisements. McDonald's Netherlands released a 45-second Christmas spot fully generated by AI that frames the holiday season as the "most terrible time of the year" and uses rapidly shifting, disjointed scenes that expose current AI video limitations. Viewers reacted strongly to grotesque characters, poor color grading, and unrealistic physics, prompting McDonald's to disable comments and remove the clip. The hired production company defended its process, citing weeks of intensive AI-driven work and dedicated staff effort.
Read at Futurism
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