Sweetshop Films, led by chief executive Melanie Bridge, recently faced backlash over its AI-generated holiday advertisement titled “the most terrible time of the year.” The ad depicts manic Christmas disorder. In one scene, Santa gets stuck in a traffic jam, while in another, a present-filled Dutch bike commuter slides on the ice. The advertisement was originally produced for McDonald’s Netherlands, and it was meant to evoke compassion for the stressful anticipations that come with the holiday season.
The advertisement’s use of AI technology has worried industry professionals and the public significantly. Critics want to stop studios from avoiding human talent. Critics maintain that replacing human talent with artificial intelligence in creative projects steals opportunities from workers. Emlyn Davies of Bomper Studio shared his thoughts on LinkedIn. What Bridge described as “sarcastic” rejoinders came in response to protests from Bridge’s own production apologizing for the stageplay. He pointed out that only ten people spent the equivalent of full-time work over five weeks to develop that ad.
In her LinkedIn post, Bridge responded to criticism over the decision to use AI in the production process. At each event, she emphasized that this is not about usurping creative human decision-making with artificial intelligence. Rather, it’s about creating new tools and possibilities for filmmakers.
“It’s never about replacing craft, it’s about expanding the toolbox. The vision, the taste, the leadership … that will always be human,” – Melanie Bridge
Bridge shared that AI was hugely influential in the advertisement’s development. It took a tremendous amount of human work. She continued, the hours that went into this long-term project eclipsed those of standard shooting days. This lens highlights the paradoxes at work in today’s advertising ecosystem, where human imagination and technology collide.
As the legendary and irreplaceable Eater founder Gregor Davies reminded us, this is not about whether or not the technology will replace humans in creative endeavors. As a result, he couldn’t stop thinking about what would become of the retreating actors and choir members. These exceptional people typically take center stage in traditional holiday commercials.
“What about the humans who would have been in it, the actors, the choir?” – Emlyn Davies
McDonald’s Netherlands stated that the advertisement was intended to reflect the stressful aspects of holiday celebrations, resonating with many viewers who experience similar feelings during the festive season. The portrayal of holiday mayhem is meant to provide a familiar narrative. It has continued to fan the flames of debate over AI’s role in the creative industries.