Coca-Cola’s Ad Creating A Lot of Discussion
Coca-Cola’s latest venture into AI-generated advertising has sparked widespread criticism from fans and industry observers alike, challenging the brand’s decision to rely on artificial intelligence for its new Christmas ad.
Positioned as a nostalgic nod to the brand’s iconic 1995 “Holidays Are Coming” campaign, the ad was entirely generated by AI and took on a look that many viewers found lacking. With less-than-realistic visuals and characters that fell into the uncanny valley, the ad failed to hit the mark for audiences who expect a polished, heartfelt celebration from Coca-Cola’s Christmas campaigns.
The backlash online was swift and fierce. One disgruntled fan commented, “Of course a company that earned $46 billion last year has the gall to resort to AI just to save a minute smidge of their profits. How tragic.” Another critic added, “How could you, Coca-Cola!? You promised people real quality Coca-Cola Christmas Truck Advert. But all I saw was… cheapy the cheapskate!”
Many viewers felt the ad’s AI-generated look clashed with the “generous Christmas spirit” that Coca-Cola has long associated with the season, suggesting that the company’s cost-saving tactics were tone-deaf at best.
Coca-Cola has used AI for their upcoming Christmas ad.
This is a game-changer for generative AI. pic.twitter.com/TrdHOCvd8f
— TechHalla (@techhalla) November 15, 2024
Javier Meza, Coca-Cola’s European chief marketing officer, addressed the ad’s creative process, explaining that the decision to use AI wasn’t the starting point of the project. Instead, he claimed the brand aimed to “bring ‘Holidays Are Coming’ into the present,” exploring AI as one potential avenue to do so. But in opting for generative AI, Coca-Cola has invited a broader conversation about the increasing use of AI in creative industries—one that recalls a similar controversy that unfolded just months ago when Disney used AI to create the opening sequence for its Marvel series Secret Invasion.
The Secret Invasion opening, produced by Disney in collaboration with Method Studios, used AI to develop a dynamic sequence based on words and themes suggested by the show’s creators. Yet, despite claims that the process involved “exploration” and “back-and-forth collaboration” between humans and machines, the move generated intense backlash from both fans and industry professionals who feared the erosion of opportunities for human artists. Speaking with Polygon, the show’s executive producer, Ali Selim, described the approach as both “inevitable” and “exciting,” but critics were quick to point out the implications for the creative workforce, many of whom now face an uncertain future in the age of AI.
With Coca-Cola’s holiday ad, it’s clear that AI’s presence in creative industries is growing, but so is resistance to its use, especially when it touches beloved cultural moments like Christmas ads. Coca-Cola has historically tapped into the warmth and nostalgia of the season, crafting memorable moments that connect generations. By replacing traditional artistry with AI, the brand may be signaling a shift toward profit-driven efficiency—one that leaves some fans feeling cold.
The debate surrounding Coca-Cola’s ad underscores a larger tension: can artificial intelligence capture the human warmth and authenticity that audiences crave, or does it ultimately undercut the spirit of connection that brands like Coca-Cola have built their reputations on?