02/12/2025
McDonald’s Netherlands is redefining Christmas advertising with AI - and it’s brilliant.
Instead of the usual “perfect holiday” storyline, the brand leans fully into what December really feels like for most people: chaotic, stressful, funny, and full of everyday mishaps. Their new campaign, developed with TBWA\NEBOKO, uses AI not as a gimmick, but as a creative language to amplify the humor and disorder of the season.
🎄 A refreshing twist on tradition
The iconic lyric “It’s the most wonderful time of the year” is flipped into “the most terrible time of the year” — a reflection of reality for many. According to MediaTest, two-thirds of Dutch consumers wish they had more time for themselves in December.
🎥 A fully AI-crafted film
Directed by the L.A. duo MAMA with an international AI team, the film is produced entirely with AI while maintaining cinematic quality. Instead of trying to copy real life, the creative direction pushes AI to exaggerate it—creating surreal, humorous visuals that still feel deeply relatable.
🎁 A bigger December platform
Part of the broader theme “December could use a little McDonald’s”, the campaign positions McDonald’s as a small moment of relief during the busiest month of the year. It also reintroduces the digital gift calendar inside the McDonald’s app.
💬 This is a perfect example of how brands can use AI intentionally—letting technology enhance storytelling rather than overshadow it. Creativity still comes from vision, not just the tools.
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