coca-cola s new ai holiday ad is Coca-Cola’s latest attempt at a holiday advertisement using generative AI has drawn criticism for its lackluster visuals and execution.
coca-cola s new ai holiday ad is
Coca-Cola’s AI Holiday Campaign: A New Approach
Coca-Cola has once again turned to generative AI to reimagine its iconic holiday commercials, a move that has sparked debate about the effectiveness and artistic merit of AI-generated content. The new campaign, which follows a series of AI-generated commercials from the previous year, aims to capture the festive spirit but has instead raised eyebrows for its execution. Critics argue that the ad lacks the charm and warmth typically associated with Coca-Cola’s holiday branding.
Visual Quality and Artistic Direction
The latest commercial, titled “Holidays Are Coming,” attempts to avoid the pitfalls of its predecessors by featuring a cast of animated critters instead of realistic human figures. However, this shift has not resulted in a more cohesive or visually appealing product. The animation style is inconsistent, oscillating between attempts at realism and a cartoonish aesthetic that feels jarring to viewers. The polar bears, pandas, and sloths depicted in the ad move in a manner that resembles poorly animated flat images rather than fluid, three-dimensional characters.
Compared to the sophisticated deepfake videos produced by advanced AI tools like OpenAI’s Sora 2 or Google’s Veo 3, Coca-Cola’s latest offering feels outdated. The animation lacks the polish and detail that modern audiences have come to expect from digital content, raising questions about the effectiveness of AI in creative fields. The disparity in quality between Coca-Cola’s ad and other AI-generated content highlights the challenges the company faces in leveraging technology to enhance its brand image.
Improvements and Consistency
One notable improvement in this year’s commercial is the animation of the wheels on the iconic Coke trucks, which now turn consistently rather than gliding over snow-covered roads. This small detail, while seemingly minor, reflects an effort to enhance the realism of the animation. However, it does little to mitigate the overall impression of a hastily produced advertisement that lacks the charm of traditional holiday campaigns.
Collaboration with AI Studios
The Wall Street Journal reports that Coca-Cola collaborated with two AI studios, Silverside and Secret Level, for this holiday campaign. Both studios had previously worked on the 2024 Coke Christmas ads, suggesting a continued partnership in exploring AI-generated content. Despite the involvement of around 100 people in the project, including five AI specialists from Silverside who contributed to the creation of over 70,000 AI video clips, the final product has not met the expectations of many viewers.
Cost and Production Efficiency
Coca-Cola has not disclosed the cost of the new holiday campaign, but the company has indicated that the project was produced more quickly and at a lower cost than traditional advertising methods. Chief Marketing Officer Manolo Arroyo explained to The Wall Street Journal that the timeline for producing such ads has drastically shortened. “Before, when we were doing the shooting and all the standard processes for a project, we would start a year in advance. Now, you can get it done in around a month,” Arroyo stated.
This shift towards faster production times raises important questions about the implications of AI in the advertising industry. While the ability to produce content more quickly may be appealing from a business perspective, it also raises concerns about the quality of the final product and the potential impact on creative professionals in the field. As AI tools continue to evolve, the balance between efficiency and artistic integrity becomes increasingly precarious.
The Broader Context of AI in Advertising
Coca-Cola’s embrace of AI in advertising is not an isolated incident. The trend reflects a broader movement within the industry to utilize technology for creative purposes. Google, for instance, has introduced its first fully AI-generated commercial this year, asserting that consumers are indifferent to whether ads are created using AI. This perspective suggests a growing acceptance of AI-generated content in mainstream advertising, despite the challenges and criticisms it may face.
Concerns About Employment and Creative Integrity
The rise of AI in creative fields has sparked concerns about the future of employment for creative professionals. As companies increasingly turn to AI to streamline production processes, the risk of displacing human workers becomes a pressing issue. The advertising industry, in particular, may see significant changes as AI tools become more capable of performing tasks traditionally handled by creative teams.
Moreover, the reliance on AI raises questions about the authenticity and emotional resonance of advertising content. Coca-Cola’s holiday commercials have historically evoked feelings of nostalgia and joy, elements that are difficult to replicate through AI-generated visuals. The disconnect between the brand’s traditional messaging and its current approach may alienate loyal customers who associate Coca-Cola with heartfelt holiday moments.
Stakeholder Reactions
The reception of Coca-Cola’s AI-generated holiday ad has been mixed, with some praising the innovation while others express disappointment. Critics argue that the ad fails to capture the essence of the holiday spirit, which is often conveyed through relatable human experiences and emotions. The use of animated critters, while an attempt to sidestep previous issues, has not resonated with audiences in the same way that traditional commercials have.
On the other hand, proponents of AI in advertising argue that the technology offers new creative possibilities and efficiencies. They contend that as AI tools continue to improve, the quality of AI-generated content will also enhance, potentially leading to innovative advertising strategies that engage consumers in novel ways.
The Future of AI in Advertising
As Coca-Cola and other brands explore the potential of AI in advertising, the industry is at a crossroads. The balance between leveraging technology for efficiency and maintaining the emotional connection that traditional advertising fosters will be crucial in determining the success of future campaigns. The ongoing evolution of AI tools will likely shape the landscape of advertising, but brands must tread carefully to ensure that they do not lose sight of the human elements that resonate with consumers.
Conclusion
Coca-Cola’s latest AI-generated holiday ad serves as a case study in the challenges and opportunities presented by the integration of technology in creative fields. While the company has made strides in production efficiency, the visual quality and emotional impact of the ad have left much to be desired. As the advertising industry continues to navigate the complexities of AI, the need for a thoughtful approach that balances innovation with artistic integrity will be essential for brands seeking to connect with their audiences.
Source: Original report
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Last Modified: November 3, 2025 at 10:39 pm
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