McDonalds

The opening shot establishes family in car dissatisfied with the holiday season. They are singing this frustration as their presents attached to top of car are knocked off by bridge underpass. The song is a parody of "It's The Most Wonderful Time of the Year," establishing familiarity with the viewer—though with a twist. It is a “terrible time of the year” for the family, as McDonalds Netherlands debuts a holiday ad that attempts to playfully jab at the festivities. They seek to connect with the consumer with what they believe to be a relatable dissatisfaction. It is very clear from the beginning that McDonald’s is trying something different, where along with an unexpected theme, generative AI is utilized.

Additional cast of upset people singing about how terrible the holidays are. A cyclist with a Christmas tree is seen falling backwards down a snowy uphill road, and caroling troupe are performing in the rain. The McDonalds’ logo is distinctly visible behind the carolers, as it contrasts the darker values of the scene. Here, McDonald’s is continuing to unite the dissatisfied people of this otherwise happy season, joking with the audience regarding several extreme examples. The funny situations attempt to draw appeal beyond relatedness, as they rely on humor to generate interest in these scenes. The sequence resembles the local weather where this ad would run, attempting to connect with this specific audience on a familiar and relatable topic.

Magical creatures join in on frustration and the song, as a stuffed bear is being fought over, and Santa gets stuck in traffic. The humor continues, as the beloved holiday magic is introduced and shares this familiar seasonal burden. The frantic and pitchy singing of the toy bear inside the store epitomizes this dependance on lighthearted jabs. Furthermore, there is a logic component for the audience that utilizes universal iconography—like Santa and a Christmas teddy bear gift—to express their point. It proposes, “If the Santa Claus is struggling this holiday, then maybe McDonald’s is right!” Yet, early on, without no definite tie-in or statement, it is easy for the message to feel as an unnecessary attack on the beloved character.

A man is sent through his window after a Christmas tree set-up error, where he breaks through the glass and lands on the snow. The physics of this launch have a tinge of inaccuracy that throw off the scene. Following his landing, the man joins in on the singing. Again, we feature a humorous situation that corresponds to the borderline slanderous attack that McDonald’s is advocating for. And, if it was not apparent before, the synthetic media attracts attention here for its imprecision—instilling a sour taste in the audience’s mouth that is embellished by the already contentious theme. Although, from McDonald’s optimistic point-of-view, there is a continuous playfulness that they hope is appealing to their audience.

We see a montage of additional physical chaos, from slipping on ice, to slipping off a roof mid-decoration, to a fire erupting during dinner. The scale and type of disaster is embellishing an already obvious point about the ad—that there is a target audience of adults ranging from 20 to 30. Because we see activities that range from homeowner hassles to bodily harm, can assume an age range that is familiar with both. Furthermore, the Dutch landscape and weather is easily identifiable, and coincides with the region that this ad was released in. The ad carries the same sentiment regarding holiday toil in a slapstick way.

The holiday cookies join in on the singing, with many burnt, showing that even this festive tradition--holiday baking—is often disorganized and upsetting. It further instills the correlation being made between the holidays and the "terrible" times that plague the season, according to McDonald’s. Again, McDonald’s continues their attempts at cracking jokes that fall short in face of a glaring omission in consumer desires. Not only is there a misunderstanding of the potent holiday spirit, that McDonald’s would later admit to in a later statement, but a general disinterest with synthetic media. The silliness of the cookies is apparent, and so are the intentions of the ad, but do not fall into place.

This next scene has since become the embodiment of the ad, showing a bizarre fisheye lens shot of two grandparents getting very close and personal with their grandson—all the while exposing their mouths and teeth. It is a very grotesque look that incites visceral disgust from many of the audience. This scene would face the most widespread criticism, specifically regarding the uncanny scenes of open-mouthed grandparents. Of these comments were concerns with the obviously AI generated content, while others, simply, were grossed out. McDonald’s would miss their mark, as their strategy to crafting a relatable and funny ad would push too hard in this instance, inciting widespread upset.

More montage of disaster ensues, as we see electrical problems, baking messes, and present delivery adversity. The chorus, "It's the most terrible time of the year" repeats as to highlight this point. It is a logos appeal that is once again continued in this video, as we see more instances of disaster being attributed to the holidays. A connection is intended to be made between the viewer and the communicator as not only are they intended to laugh but relate to the intensity of the season. The trope reaches its climax and finale here, as they showcase a chaotic cat, that appeals to a wide audience of animal lovers, along with several other quick scenes that continue a trend of comical issues.

The first smile is flashed on the screen, as the Christmas-tree-redecoration victim finds refuge in a McDonald’s. We finally see a payout for all the opinionated buildup, portraying McDonald’s as a happy place. There is a clear correlation between creating a pleasant holiday experience and attending the restaurant. In this scene McDonald’s involves their audience as stakeholders, stating that McDonald’s could be an escape from the often-disastrous season. The man in the scene is meant to embody that audience, being 20-something year old Dutch adults. His happiness is infectious, juxtaposing the ceaseless disorganization, and is designed to influence the viewer into the same emotion.

A younger couple--perhaps in their 20s--eating inside the McDonald’s, laughing as they enjoy their food and drink. We once again get an idea of the audience that McDonald’s is targeting in this ad, showing two adults sharing a meal—and a smile. It further reinstates that there is a designated audience that is local to the region—and is predominately white. We also get another look at the contribution that McDonald’s is making during the holidays. The tranquility and pleasure that is conveyed is achieved through the restaurant, as it is apparently unable to be found anywhere else. It is once again a logos appeal, as the couple’s happiness is derived from the McDonald’s.

The final shot displays the carolers, once again in front of the McDonalds, singing in pouring rain as we recognize a familiar bleak and dreary Dutch town whose only flashes of color and life are the lights of the McDonald's windows and--of course--its iconic golden arches. A Dutch phrase, translating to “December could use a little McDonald’s” flashes on the screen. This is the tie-in, as we converge all these preceding disasters into a simple tag line and visual that attempts to evoke familiarity. The message cannot be clearer, as we are sought to see McDonald’s as a sanctuary from chaos.

To close out the ad, the familiar McDonalds jingle plays, calling upon their iconic brand recognition. It is a global image that is extremely familiar across culture and continent and is perhaps their most powerful appeal. It produces an image synonymous with joy—in part due to their infamous Happy Meal branding. The end placement suggests that the last moment the viewer shares with the ad should be recognizing McDonald’s as the titan of a brand that it is. It forces the audience to recall who they are, and their image as a restaurant in pursuit of great memories, not just good food. Despite the chaos that ensued in the execution, McDonald’s can always fall back on the power of this iconic chime.