Created by TBWA\NEBOKO and directed by creative duo MAMA, the latest McDonald’s ad reinvents the iconic Christmas song It’s the Most Wonderful Time of the Year as “the most terrible time of the year”, exposing — with humour — a truth many recognize: December is not always magical.
Instead of showing perfect dinner tables, endless laughter and idealized scenes, the spot embraces the less glamorous side of the holidays and connects with the real-life experience of millions of people.
December is Not as Wonderful as It Seems
Recent research from MediaTest revealed that two-thirds of Dutch consumers wish they had more time for themselves in December. The data confirms what many already feel: rather than being a calm season, this time of year is full of social pressure, commitments and unreachable expectations.
Based on this insight, McDonald’s decided to flip traditional holiday advertising and show a more honest version of the most chaotic month of the year.
A Commercial Made Entirely with Artificial Intelligence
The project became the first fully AI-generated ad for McDonald’s Netherlands.
To achieve it, TBWA\NEBOKO collaborated with:
- An international collective of artificial intelligence specialists
- Sweetshop’s innovation division, TheGardening.Club
- The creative duo MAMA (Sweetshop UK)
The idea was to push familiar December chaos into an exaggerated, surreal and visually striking place using the creative flexibility of artificial intelligence.
The Reality Behind the Holiday Glow
The ad shows situations familiar to anyone who has lived through a modern December:
- Overloaded schedules
- Family tensions
- Last-minute shopping
- Chaotic dinners
- Impossible expectations
- Burnt cookies
Rather than softening the experience, the campaign amplifies it. The result is an honest narrative that doesn’t promise perfection — but understanding.
Artificial Intelligence with Emotional Intent
Beyond technology, the campaign stands out in how AI becomes a storytelling tool.
Instead of acting as just a visual effect, artificial intelligence works as an emotional amplifier, transforming everyday stress into exaggerated scenes that create laughter, recognition and connection.
The message is clear: you are not alone in this chaotic December.
A Platform with Continuity
The ad is part of the brand’s long-standing platform: “December could use a little McDonald’s.”
This year, the campaign is supported by the return of McDonald’s Digital Gift Calendar inside the app, offering users a daily surprise throughout December.
Here is the video:
Video Credits
Client: McDonald’s Netherlands Marketing Manager: Karin van Prooijen
Creative Agency: TBWA\NEBOKO
Chief Creative Officer: Darre van Dijk
Production Company: Sweetshop UK
Directors: MAMA
AI Production: TheGardening.Club
Lead AI Artist: Jon Baxter
Producer: Angela Jackson-Betts
Executive Producer: Morgan Whitlock
An Honest McDonald’s Campaign That Connects with Gen Z
McDonald’s Netherlands chose not to sugarcoat December… it faced it.
- Instead of showing false perfection, it showed truth.
- Instead of promising magic, it offered relief.
- Instead of exaggerating beauty, it embraced reality.
A reminder that even in the most exhausting month of the year, a small moment of calm still matters.
