This week's PR Roundup examines an AI-generated McDonald's holiday ad gone wrong, a new study by Ruder Finn that reveals employee optimism around AI, and Beaches going all-in on experiential for an Elf on the Shelf vacation no family will soon forget.
Why the McDonald’s AI Christmas Ad Missed the Mark
What happened: McDonald’s Netherlands quickly pulled an AI-generated Christmas commercial after it sparked immediate backlash across social media. The 45-second ad reframed the holidays as “the most terrible time of the year,” showing chaotic, stress-filled scenes set to a parody of the tune “It’s the Most Wonderful Time of the Year,” before encouraging viewers to escape to McDonald’s until January.
Instead of landing as relatable humor, viewers criticized the spot for its eerie visuals, cynical tone and heavy use of generative AI. Many called it “creepy,” “soulless,” “AI slop” and out of step with the festive vibes of holiday advertising.
According to Inc., as criticism mounted, McDonald’s disabled comments, made the video private and ultimately removed it three days after publishing to YouTube.
The company provided this statement to several news outlets:
“McDonald’s Netherlands has decided to remove our AI-generated Christmas advert. It was intended to reflect the stressful moments that can occur during the holidays in the Netherlands, but we recognize that for many of our guests, the season is ‘the most wonderful time of the year.’ We respect that and remain committed to creating experiences that offer Good Times and Good Food for everyone.”
The campaign also reignited industry debate over AI’s role in creative storytelling, particularly for emotionally-charged moments. Critics argued the controversy reflects growing audience fatigue with AI-driven content and serves as a cautionary tale for brands experimenting with generative tools without clear creative guardrails or human warmth.
Communication takeaways: In all honesty, it can be fun to poke humor at the holiday frenzy to help those in it relieve some stress. (This author remembers the holiday favorite, “The 12 Pains of Christmas,” playing on the radio in her youth.) But including AI-generated Christmas scenarios, instead of using real actors, can be a confusing and hollow message.
Morgan Seamark, Managing Partner at Triggers, a behavioral-science-based brand consultancy, says AI-generated ads should be judged by the same standards as any other work, and if it’s a bad creative idea, it’s just a bad idea.
“Does it resonate?” Seamark asks. “Does it elevate the brand? This one simply never had a compelling creative idea behind it. It started bad, stayed bad, and resolved in a way that did nothing to make McDonald's feel warmer, more meaningful or more desirable for consumers.”
Seamark noted that the execution failed to build positive brand associations or nostalgia, something at the core of McDonald’s messaging.
“Instead of tapping into McDonald’s powerful Memory Structure—comfort, connection, joy, family and familiar rituals—the ad leaned into chaos, negativity and awkward humor that didn’t land,” he says. “It activated zero positive associations or positive nostalgia that would make someone instinctively want McDonald's.”
In addition to the messaging missing the mark, Seamark says the AI novelty backfired and pushed the narrative in a different direction.
“Viewers instantly felt the fakeness,” he says. “It felt like a tech stunt, not brand building. The ad seemed designed more to generate conversation about AI than to strengthen the brand.”
Ruder Finn Survey Reveals Employee Optimism around AI amidst Economic and Workplace Concerns
What happened: Employees may be feeling uneasy about the economy and ongoing workplace shifts, but many remain optimistic about AI’s role in the future of work, according to a new report from Ruder Finn, “Harnessing AI and Emotional Intelligence to Shape the Future of Work.”
The study draws on a global survey of 225 internal communications and HR professionals across the U.S., Europe and Asia, and finds that, amid uncertainty, AI is largely viewed as a positive force—particularly for innovation and productivity. At the same time, respondents stressed that emotional intelligence and strong change management will be critical to realizing AI’s full potential.
While economic and workplace concerns continue to loom larger than AI-related anxiety, the report highlights a disconnect between AI’s perceived business value and its impact on company culture. Communicators and HR leaders see AI driving efficiency, but say organizations are lagging 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:
- 66% of respondents are optimistic about AI’s role, with only 10% citing AI as the biggest source of workforce uncertainty, compared with economic or workplace concerns.
- 58% say AI has a positive impact on innovation, and 55% see gains in productivity—though fewer believe it’s improving engagement (38%) or collaboration (37%).
- Innately human skills are viewed as essential for future success, with 58% ranking EQ-related skills like creativity and innovative thinking as more important than technical or subject-matter expertise.
- 73% say a lack of change management is holding back AI adoption, underscoring the need for better training and clearer strategies as AI use expands.
Communication takeaways: The findings point to a workforce that’s cautiously optimistic about AI—but clear that technology alone won’t shape the future of work. Without thoughtful change management and a renewed focus on emotional intelligence, organizations risk missing the cultural benefits that AI is meant to unlock.
Nick Leonard, Global Chair of RF.engage, says that while we read and hear a lot of fears and concerns about AI—job loss, reducing human interaction—that internal communicators are seeing a different response amongst their colleagues.
“There is a real feeling that AI can be a force for good, driving tangible benefits for both organizations and their people,” Leonard says. “However, more work needs to be done to harness this optimism [which can be done through internal comms]; without better training and change management around AI implementation, organizations stand to miss out on this opportunity for transformational progress.”
Kate Hardin, Executive Vice President at Ruder Finn, says it’s important for employers to communicate a culture of encouragement for employees.
“We found that while respondents were optimistic about AI’s possibilities, they didn’t feel that optimism to experiment with new tools was matched by their organizations,” Hardin says. “With new tools emerging every day, it’s reliant on leaders to proactively upskill and empower their teams in practical ways that apply to their day-to-day work.”
Elf on the Shelf Takes a Beach Break
What happened: Beaches Resorts leaned into holiday nostalgia with a travel-forward twist through a partnership with Elf on the Shelf, reimagining the family tradition as a vacation-ready experience.
The family resort brand brought those hardworking elves to Jamaica and Turks & Caicos, showcasing how to include holiday rituals away from home. The campaign was designed to help families who want to travel without leaving cherished traditions behind—while reinforcing Beaches’ as an immersive, experience-driven family getaway.
At the resorts, the collaboration came to life through experiential programming, including Elf on the Shelf–themed parties, holiday story times and movie nights, as well as the debut of the first-ever Elf on the Shelf Caribbean Vacation Suite at Beaches Turks and Caicos. The fully themed, bookable suite turned the Elf narrative into a tangible, shareable guest experience to be remembered for years to come.
Communication takeaways: The effort generated national earned media coverage across 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 refresh holiday traditions through experiential storytelling and cultural relevance.
Luisana Suegart, Director of Public Relations at Unique Vacations, Inc., an affiliate of the worldwide representative for Beaches Resorts, says when storytelling becomes experiential, it naturally fuels excitement, earned media and moments people genuinely want to share.
“The holidays are nostalgic by nature, and they live in many moments at once, from the stories families watch to the traditions they share,” Suegart says. “Whether families were staying at Beaches Resorts or spotting the Scout Elf Mobile (branded Beaches automobile) rolling through New York City or Chicago, the goal was to spark imagination and inspire families to envision their most beloved traditions traveling with them to the Caribbean."
Thank You and Happy Holidays!
This will be our last PR Roundup for 2025, as we take a restful break before coming back with more great stories and programming in 2026. We’d like to thank you as readers for your loyalty and input, as well as our sources for sharing important information that benefits the entire communications industry.
We will be back at CES this year from January 6 to 8, as an official media partner in the Chief Marketer Network. Stay tuned for the best in PR and marketing coverage from CES, and say hi if you spot our media studio or see us roaming the crowd!
Happy holidays and best to you all in 2026!
Nicole Schuman is Managing Editor at PRNEWS.