Bunnings’ advert that aired just before Christmas has divided viewers after the retailer used AI to bring the idea to life. The hardware store’s ads usually feature real store workers who spruik some of the deals that can be found in the hardware store.

But this festive offering was set at Bunnings’ fake store in the North Pole and featured ‘workers’ like Mrs Claus. A company spokesperson told Yahoo Lifestyle that it was meant to be something “fun” for the festive season.

“This Christmas we experimented with AI for a fun and festive take on our ‘thank you’ message to suppliers and customers from the imaginary North Pole Bunnings Warehouse,” they said.

“Our advertising continues to feature our real team, which is central to who we are and how we show up for customers. In 2025 alone, more than 400 of our team members appeared across our campaigns, and we have no plans to change that.”

RELATED:

What was the Bunnings Christmas ad?

The 45-second ad started off showing a herd of reindeers parked outside the North Pole Bunnings Warehouse, which was covered in snow.

Viewers then got to see a range of fictional workers, including an elf, a gingerbread person, a reindeer, and a nutcracker, talking about their roles at the store with some puns thrown into the mix.

Mrs Claus jokingly said that her husband, Santa, gets “all the glory” for Christmas even though she knows how to drive a forklift.

Do you have a story? Email stew.perrie@yahooinc.com

Rudolph the reindeer said Bunnings was “all about lowest prices” and said that the only thing that was dear about the store was him.

“I’m the in-store kitchen expert,” said Ginger, the gingerbread person. “Reckon you could say I’m cut out for the job.”

Elfy the elf said Santa asked him to “deck the halls”, but he “built him a deck” instead.

Bunnings was very upfront about the technicalities of the advert, with a disclaimer stating at the bottom that “all characters and some visual elements are AI generated”.

Why was it controversial?

There has been a huge discussion this year about the use of AI in creative fields like marketing, advertising, TV shows and movies.

There are fears that workers in these sectors will lose their jobs as brands invest more into AI to produce content.

Coca-Cola copped severe criticism for using AI in its “Holidays are Coming” Christmas advert this year.

The iconic soft drink brand puts out a festive ad every year that is meant to encapsulate the essence of Christmas.

However, 2025’s one-minute offering was created by “Real Magic AI” and viewers were disappointed that the technology was used in this way.

It was the same sentiment after Aussies witnessed the Bunnings Christmas ad.

“This is beyond me… This is honestly just sad. A major corporation like Bunnings is deciding to use AI for their Xmas TV ad. There is no soul in AI, it’s all created by computers,” wrote one viewer who uploaded the ad online.

“Any company using AI automatically loses my patronage,” added another. “I suppose Bunnings kinda has a monopoly in Australia so they’ll be harder than most to avoid.”

A third called it “disgraceful” and “disgusting” that they would “fall to such behaviour”.

Some felt that there should have at least been a mix of AI and real humans used for the ad.

“I get having AI for all the characters like Rudolph etc but they could have hired an actor to play Mrs Claus,” said one person.

SHOP:

“They could’ve just had someone in a costume…I feel that would’ve been funny and maybe had people talking good about it,” added another.

But it wasn’t all condemnation. Some people not only didn’t have an issue with it, but actually loved the creativity behind it and thought the controversy was a “storm in a teacup”.

“I thought this ad was great so creative. Me and my family were watching and we all thought that’s a really fun way to use AI. I think people who hate AI don’t realise that it doesn’t affect 99 per cent of people and you really shouldn’t care about it,” said one supporter.

“I really liked it,” commented another backer. “Better than the dreary ‘I work here so I’m in an ad’ repeated useless info.”

Want the latest lifestyle and entertainment news? Make sure to follow us on Facebook, Instagram, and TikTok.