McDonald’s Netherlands Uses AI to Capture ‘Terrible’ Truth of December

McDonald’s Netherlands is taking aim at the pressure-filled holiday season with a new campaign that flips the traditional festive narrative. The film, created by TBWA\NEBOKO, reimagines It’s the Most Wonderful Time of the Year as 'the most terrible time of the year', a rewrite that anchors a humorous look at December stress.

New research from MediaTest shows that two-thirds of Dutch consumers crave more time for themselves in December. The brand uses that insight to contrast picture-perfect Christmas ideals with the chaotic reality many people actually experience.

“From the start, we wanted to challenge the conventions of holiday advertising. It all started with the idea of rewriting one of the most iconic Christmas songs,” says Darre van Dijk, chief creative officer at TBWA\NEBOKO. “The rights holder heard our interpretation and approved changing the title to ‘the most terrible time of the year’.” That approval sparked the direction the campaign would take.

The team began imagining hilariously familiar Dutch holiday-season scenes and pushing them further through the use of AI. TBWA\NEBOKO collaborated with an international collective of AI specialists, known for their strong visual approach, to bring the idea to life. Van Dijk wanted to make the entire film using AI. “And not an almost-AI film, but one with real production value combined with the craziness that AI makes possible. Challenge accepted. Working together with the best prompters, we got to work, and now, together with McDonald’s Netherlands, we have created our first fully fledged AI commercial,” Darre adds.

The campaign is part of the brand’s long-running December platform, 'December could use a little McDonald’s,' which focuses on small moments of relief throughout the month. This year, the brand brings back its digital Gift Calendar in the McDonald’s App, offering guests a new surprise every day. The calendar is part of a broader December approach, complemented by additional brand activations throughout the month to keep the campaign present beyond the app.

According to Karin van Prooijen, marketing manager McDonald’s Netherlands, the approach is designed to meet the reality of the season. “December is a busy month for everyone. We want to give people something to look forward to each day, not only on the traditional peak dates, and this campaign brings that idea to life in a new way.”

With humour, realism and an inventive use of AI, McDonald’s offers a fresh take on December communication. Instead of polished holiday perfection, the film shows the month as many people actually experience it: busy, chaotic and far from flawless. That honesty makes clear how the brand taps into what people genuinely need during this time of year.