Coca-Cola has sparked widespread conversation with its latest AI-generated ad campaign, showcasing a bold new approach that has captivated and divided audiences. Known for its festive traditions, the brand’s latest offering introduces an unexpected twist, leaving viewers intrigued and questioning the evolution of holiday advertising.
Let’s delve into the creative process behind this campaign and the reactions it has stirred across various platforms.
Coca-Cola AI-generated commercial explained
Coca-Cola’s AI-generated Christmas ads were developed in collaboration with three AI studios: Secret Level, Silverside AI, and Wild Card. They utilized advanced generative AI tools, including Leonardo, Luma, Runway, and a specialized model named Kling, to enhance the realism of human motion. Despite the cutting-edge technology, creating natural human expressions and movements posed significant challenges, often resulting in distorted and eerie visuals.
The ads pay homage to Coca-Cola’s classic 1995 Holidays Are Coming campaign. They feature iconic red delivery trucks adorned with Christmas lights and Santa Claus imagery. However, the AI-generated version omits key nostalgic elements. Santa doesn’t fully appear in the ad, showing only his hand holding a Coke bottle instead.
Observant internet users criticized the ad for lacking coherence and emotional depth, calling it soulless. Many believe these ads undermine the creative value of human artists while failing to convincingly showcase AI’s potential in storytelling. One user commented “Soulless and devoid of any actual creativity. This looks horrible man. As big as Coke are they can afford to hire actual artists.” Another fan commented, “@CocaCola relationship ended, think I’ll be going @pepsi from now on. You were suppose to be the magical festive Christmas drink. instead you cheaped out and choose AI slop.”
Coca-Cola’s attempt to modernize its advertising with AI has faced backlash for losing artistic authenticity and nostalgia. These elements are core to the brand’s holiday campaigns. The ads highlight AI’s potential and limitations in creative work, sparking debates on balancing technology with human artistry.
