 | |
| Agency | TBWA\Neboko |
|---|---|
| Client | McDonald's Netherlands |
| Market | Netherlands |
| Language | English |
| Media | Television |
| Running time | 45s |
| Release date | December 6, 2025 |
| Production company | The Sweetshop |
It's the Most Terrible Time of the Year is an AI-generated television commercial done for McDonald's Netherlands by TBWA\Neboko and The Sweetshop released on 6 December 2025 before it was pulled out four days later due to negative reception over its use of generative artificial intelligence and its story.
| It's the Most Terrible Time of the Year | |
|---|---|
 Entry of the advertisement in AdForum including the video. (TVC 40s) |
In a bleak snowy day, various people in the city experiences different kinds of mishaps during the Christmas season, including Santa Claus who got stuck in traffic. A man finds refuge in a McDonald's outlet. A Christmas choir finishes singing the jingle "It's the Most Terrible Time of the Year" with the call to action to "hide out in McDonald's till January's here". [1]
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 "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 on the commercial compared to the traditional process. [4] Ten people of its in-house AI engine 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 be sidelined from the production process. [3]
The advertisement was released on McDondald's Netherlands' YouTube channel on 6 December 2025. [8] It had negative reception over the use of generative AI and the "cynical" concept of the work's story. [2] [4] [4] [9] The video was privated on 9 December 2025. [8]
The Sweetshop in a statement 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 that the Christmas season is the "most wonderful time of the year". [3]