This week's PR Roundup examines the failure of McDonald's AI-generated holiday ad, new research from Ruder Finn that reveals employees are optimistic about AI, and how Beaches is going all in on an Elf on the Shelf vacation experience that no member of the family will soon forget.
Why McDonald's AI Christmas ad missed the mark
what happened: McDonald's in the Netherlands will soon AI-generated Christmas commercial After it sparked an instant backlash across social media. The 45-second ad rephrased the holiday season as “the scariest time of the year,” showed a chaotic and stressful scene set to a parody of the song “It's the Most Wonderful Time of the Year,” and urged viewers to escape to McDonald's until January.
Instead of landing on relatable humor, viewers criticized the spot for its creepy visuals, cynical tone, and heavy use of generative AI. Many called it “creepy,” “soulless,” “AI lazy” and unsuitable for the festive spirit of holiday advertising.
According to Inc., amid mounting criticism, McDonald's disabled comments, made the video private, and ultimately deleted it three days after it was published on YouTube.
The company provided the following statement to multiple media outlets.
“McDonald's in the Netherlands has decided to remove its AI-generated Christmas ad. While this was intended to reflect the stressful moments that can occur during the Dutch holidays, we recognize that for many of our customers, this season is 'the most wonderful time of the year.' We respect that and remain committed to creating experiences that provide everyone with a good time and delicious food. ”
The campaign also reignited industry debate about the role of AI in creative storytelling, especially during emotionally charged moments. Critics argued that the controversy reflected growing audience fatigue with AI-driven content and served as a wake-up call for brands experimenting with generation tools without clear creative guardrails or human warmth.
Communication points: Let's be honest: It can be fun to add some humor to the holiday frenzy and relieve stress. (This author remembers his holiday favorites.12 pains of christmasBut including an AI-generated Christmas scenario without real actors can result in a confusing and empty message.
Morgan Seemark, managing partner at behavioral science-based brand consultancy Triggers, says AI-generated ads should be judged by the same standards as any other work, and if a creative idea is bad, it's just a bad idea.
“Does it resonate?” Seamark asks. “Will it enhance the brand? This product had no compelling creative ideas behind it. It started bad, stayed bad, and resolved itself in a way that did nothing to make McDonald's feel warmer, more meaningful, or more desirable to consumers.”
Seamark said the execution failed to build positive brand associations and nostalgia, which are at the heart of McDonald's message.
“Instead of tapping into McDonald's powerful memory structures: comfort, connection, joy, family, and familiar rituals, this ad veered toward confusion, negativity, and awkward humor, and it didn't work,” he says. “It didn't evoke any of the positive associations or positive nostalgia that would make someone instinctively want McDonald's.”
In addition to the message being off-target, Seamark said the newness of the AI backfired and pushed the story in a different direction.
“Viewers immediately felt it was fake,” he says. “It felt more like a technical stunt than brand-building. The ad seemed designed more to generate conversation about AI than to strengthen the brand.”
Ruder Finn survey reveals employees are optimistic about AI amid economic and workplace concerns
what happened: While employees may be worried about the economy and ongoing workplace changes, many remain optimistic about the role of AI in the future of work, according to a new report from Ruder Finn.Shape the future of work with AI and emotional intelligence”
The study is based on a global survey of 225 internal communications and human resources professionals in the US, Europe, and Asia, and found that amid uncertainty, AI is primarily seen as a positive force, especially for innovation and productivity. At the same time, respondents emphasized that emotional intelligence and strong change management are essential to realizing AI's full potential.
While economic and workplace concerns loom larger than AI-related anxieties, the report highlights a disconnect between AI's perceived business value and its impact on corporate culture. Communicators and HR leaders believe AI will improve efficiency, but say their organizations are lagging behind when it comes to training, adoption, and cultural integration. Ruder Finn CEO Kathy Bloomgarden emphasized that as AI accelerates change, leaders must prioritize empathy, trust, and communication to keep employees engaged and motivated.
Key findings from the survey include:
- While 66% of respondents are optimistic about the role of AI, only 10% cited it as the biggest source of workforce uncertainty compared to economic and workplace concerns.
- While 58% say AI is having a positive impact on innovation and 55% see increased productivity, fewer believe AI is improving engagement (38%) and collaboration (37%).
- Innate human skills are seen as essential to future success, with 58% valuing EQ-related skills such as creativity and innovative thinking more than technical or subject matter expertise.
- 73% say a lack of change management is hindering AI adoption, highlighting the need for better training and clearer strategies as the use of AI expands.
Communication points: TWhile his findings show that employees are cautiously optimistic about AI, it's clear that technology won't be the only thing shaping the future of work. Without thoughtful change management and a renewed focus on emotional intelligence, organizations risk missing out on the cultural benefits that AI could bring.
Nick Leonard, global chairman of RF.engage, says that while we read and hear many concerns and concerns about AI (job loss, diminished relationships, etc.), internal communicators are seeing different reactions among their colleagues.
“There is a real sense that AI can be a force for good, with tangible benefits for both organizations and employees,” Leonard says. “However, more work is needed to capitalize on this optimism.” [which can be done through internal comms]; Without enhanced training and change management around AI implementation, organizations will miss out on this opportunity to transform. ”
Kate Hardin, executive vice president of Ruder Finn, says it's important for employers to communicate a culture of encouragement to their employees.
“We found that while respondents were optimistic about the potential of AI, they felt that optimism about experimenting with new tools was not matched by their organizations,” Hardin said. “With new tools emerging every day, it’s important for leaders to proactively develop their skills and empower their teams with practical ways they can apply them to their daily work.”
Elf on the shelf resting on the beach
what happened: Through its partnership with Elf on the Shelf, Beaches Resorts leans into vacation nostalgia with a travel-positive twist, reimagining family traditions as vacation-perfect experiences.
The family resort brand took its hard-working elves to Jamaica and the Turks and Caicos Islands to show them how to embrace holiday rituals away from home. The campaign was designed to support families who want to travel without leaving behind their cherished traditions, and to strengthen Beaches as an immersive and experiential family vacation.
The resort enabled the collaboration through experiential programming, including an Elf on the Shelf-themed party, holiday storytime, movie nights, and the debut of a first-ever movie. Elf on the Shelf Caribbean Vacation Suite On the beach in the Turks and Caicos Islands. Fully themed and bookable suites transformed the Elf story into a tangible, shareable guest experience that will be remembered for years to come.
Communication points: The initiative received national coverage in media outlets including USA Today, Travel + Leisure, Bloomberg, Lonely Planet, Woman's Day, and the New York Post, positioning the campaign as a standout example of how brands can reinvent holiday traditions through experiential storytelling and cultural relevance.
Luisana Sugato, communications director for Unique Vacations, an affiliate of Beaches Resorts Worldwide, says when storytelling becomes experiential, it naturally builds excitement, captures media and creates moments that people genuinely want to share.
“Holidays are inherently nostalgic, with many different moments living simultaneously, from the stories families watch to the traditions they share,” says Sugart. “Even when families are staying at Beaches Resort, scout elf mobile The goal was to have (Beaches-branded cars) drive around New York City and Chicago to spark imaginations and imagine families traveling to the Caribbean with their most beloved traditions. ”
Thank you and happy holidays!
This will be the last PR Roundup of 2025. We're going to take some time off before coming back with more great stories and programs in 2026. As readers, we want to thank sources for their loyalty, opinions, and sharing important information that benefits the entire communications industry.
We're returning to CES this year from January 6th to 8th as the official media partner of Chief Marketer Network. Stay tuned for the best PR and marketing coverage from CES. Also, if you spot our media studio or see us wandering around in the crowd, please say hi!
I hope you have a nice vacation. We wish you all the best in 2026.
Nicole Schuman is the editor-in-chief of PRNEWS.
