Coca-Cola continues its deep dive into GenAI with new Holiday TV spots
Coca-Cola has launched its first AI-driven holiday TV commercials, leveraging generative AI to reimagine its iconic "Holidays Are Coming" campaign from 1995. Collaborating with AI studios like Secret Level, Silverside AI, and Wild Card, Coca-Cola developed three distinct versions of the ad, tailored for global broadcast across various platforms. Instead of traditional filming, AI tools like Leonardo, Luma, and Runway were used to generate snow-covered towns, festive animals, and the brand’s signature Christmas trucks. The ads also integrate AI-generated humans and animals, with some sequences requiring hundreds of iterations to perfect.
Beyond the commercials, Coca-Cola introduced a QR code experience on its Coke cans, leading users to a virtual Santa Claus via its "Create Real Magic" platform. This interactive feature enables consumers to generate holiday-themed content and share it on social media, blending tradition with modern technology. Pratik Thakar, Coca-Cola's VP of generative AI, emphasized the brand’s balance between heritage and innovation, stating that speed and variety were key benefits of using AI rather than cost-saving measures.
While the campaigns have sparked creative debates, with critics questioning the authenticity and quality of AI visuals, Coca-Cola remains steadfast in exploring AI's potential. This marks a bold step in AI adoption for advertising, setting a precedent for how brands can merge nostalgic appeal with cutting-edge technology to resonate with a new generation.
Original story at AdAge.
The debate is already raging, with posts in favor and against in trade publications and social media. We’ve embedded a few below and will continue to track. AdAge also has a nice follow up piece with reactions and a response in the form of an interview with Coca-Cola’s head of generative AI, Pratik Thakar.
Andrew Tindall from System1 wrote a piece on it - and the effectiveness research vs. the original - and shared to to LI, sparking intense conversation.
Mashable has a nice summary of the counterpoint, featuring lots of social posts on the negative side.
Update - 11/24/24:
Several additional stories have been released, some with strong points of view and others aggregating social feedback:
Shelly Palmer is not a fan.
Campaign wonders if the reaction will deter other brands from using AI film, and includes reactions from industry execs.
Craig Elimeliah from Code & Theory admires the bravery in showing us what’s next.
Wall Street Journal has a nice summary as well.
