This year, McDonald’s Netherlands is taking a refreshingly honest approach to holiday advertising. In a playful twist on the classic Christmas tune It’s the Most Wonderful Time of the Year, TBWA\NEBOKO reimagines it as “the most terrible time of the year”, highlighting the pre-Christmas chaos many people actually face. The campaign pairs this humorous reinterpretation with lively visuals to position McDonald’s as a welcome antidote to seasonal stress.
Research from MediaTest reveals that two-thirds of Dutch consumers crave more personal time during December. Using this insight, the campaign contrasts idealized, picture-perfect holiday scenarios with the reality of hectic schedules and last-minute pressures. By showcasing imperfect, relatable moments, the brand reinforces its message: McDonald’s offers small, meaningful relief amid the festive frenzy.
What sets this campaign apart is its bold use of AI. TBWA\NEBOKO collaborated with international AI specialists and the Los Angeles directing duo MAMA (Sweetshop) to create the first fully AI-generated McDonald’s commercial in the Netherlands. “We wanted real production value combined with the craziness that AI makes possible,” says Darre van Dijk, chief creative officer at TBWA\NEBOKO. The team’s approach turned ordinary Dutch holiday scenes into exaggerated, hilarious vignettes that resonate with viewers.
The campaign is part of McDonald’s long-running December platform, December could use a little McDonald’s, which celebrates small moments of joy throughout the month. This year, the brand is also bringing back its digital gift calendar in the McDonald’s App, offering daily surprises to guests. “We want to give people something to look forward to every day,” explains Karin van Prooijen, marketing manager at McDonald’s Netherlands, underscoring the campaign’s focus on delighting consumers beyond the traditional holiday peaks.
