When Coca-Cola does something, the world watches. This has always been the case, whether it was the introduction of the legendary glass bottle, the iconic Santa Claus in red, or the equally iconic Christmas campaign “Holidays Are Coming”. But this year, Coca-Cola took what is arguably the most daring step in the advertising world: an AI-generated Christmas commercial.
The decision to implement one of the brand’s most traditional commercials with artificial intelligence has divided opinion – and could yet be the springboard into a whole new era of content marketing.
The question on everyone’s mind: magic or machinery?
The new Coca-Cola commercial pays homage to the original from 1995: red trucks rolling through snowy landscapes, families sitting comfortably together, and, of course, the iconic Coke bottle is the focus everywhere. But this time there is a difference – the trucks, the people, and even the snow itself do not come from a director’s camera, but from the software of an AI studio.
Coca-Cola worked with three studios to realize this vision: Secret Level, Silverside AI and Wild Card. The result? 110 different versions of the spot were created in just a few days – a pace that would be impossible in the traditional advertising world.
Tradition meets technological disruption
Coca-Cola is not the first brand to use AI for advertising. Toys “R” Us took a similar step back in the summer. But what makes Coca-Cola different is the sheer size and importance of the brand. Coca-Cola is not just any company – it is a global icon, part of our collective cultural DNA.
This advertising campaign is more than just a test balloon for a new technology. It signals a cultural shift in which the boundaries between human creativity and machine output are blurring. For a brand like Coca-Cola, this is a risky but forward-looking decision.
The use of AI not only demonstrates the technical possibilities, but also touches on deeper-seated fears: What does this mean for artists, directors and all those who traditionally work on such productions? Will these structures become redundant?
From nostalgia to controversy
Criticism was not long in coming. On social media, the commercial was described as “soulless” and “uninspired”. Artists and creatives in particular expressed concerns that AI could replace human work in the future. Alex Hirsch, creator of the Disney series Gravity Falls, commented mockingly:
“FUN FACT: @COCA_COLA is ‘red’ because it’s made from the blood of unemployed artists!”
But despite all the criticism, there is also praise. Many viewers find the quality impressive – especially considering that AI-generated content is only at the beginning of its possibilities. The nostalgia of the Christmas campaign remains, even though the technology behind it is new.
Why this campaign is more than just an experiment
The real success of this campaign lies in its long-term impact. Coca-Cola is not just using AI to reduce production costs – it is positioning itself as a pioneer of a new era. The brand is showing that it is willing to make bold decisions, even when these are met with uncertainty and criticism.
For fans of AI-generated content, this is a milestone: never before has a technology that was often considered experimental or immature been used so prominently. This shows how seriously companies are now taking this medium.
AI and Christmas advertising: a stepping stone for the future?
If we compare the Coca-Cola commercial with the Toys “R” Us commercial from the summer, one thing is clear: quality is improving. While Toys “R” Us was heavily criticized for its approach, Coca-Cola makes a much more considered impression. It is no coincidence that the brand has invested more in the project – after all, there is more at stake here than just an advertising campaign. It’s about trust, nostalgia and brand identity.
Looking ahead
What does this mean for the future? It is likely that AI-generated content will become more and more important. And even if there is still scepticism, the technology will continue to mature – both in terms of quality and acceptance.
Whether you like the new Coca-Cola campaign or not, one thing is for sure: it has taken the discussion about AI, creativity and tradition to a whole new level. Christmas will never be the same again – at least in the world of advertising.
Sources:
https://www.nbcnews.com/tech/innovation/coca-cola-causes-controversy-ai-made-ad-rcna180665
