Doh! Coca-Cola is under fire for its latest Christmas creative, an AI-generated homage to its beloved 1995 commercial, Holidays Are Coming. While the original featured real actors and iconic red trucks, the new ad replaces them with computer-generated imagery, leaving many viewers cold.
Critics, from trades and social media, have called the ad “soulless” and “devoid of creativity.” It showcases familiar holiday imagery: Coca-Cola trucks navigating snowy streets, people bundled in scarves holding Coke bottles. But instead of sparking nostalgia, the ad has ignited debate over the use of AI in creative work.
The ad, created by AI studios Secret Level, Silverside AI, and Wild Card using four different generative AI models, was unveiled to a mixed reception. Chris Barber, an AI developer at Silverside AI, clarified on X (formerly Twitter) that the viral ad was not produced by his studio but by another in the collaboration. Watch the spot below:
The backlash was swift, particularly from artists and creatives who felt the company sidelined human ingenuity. Comments on YouTube range from snarky to downright anger:
“Pepsi, now’s your chance to make a live action ad bashing on coke for using ai.”
“Of course a company which earned 46 billion last year has the gall to resort to AI just to save a minute smidge of their profits. How tragic.”
“I don’t know why everyone’s saying this ad’s so terrible. Best Pepsi commercial I’ve seen in a while.”
“You’re a multi-billion dollar company. Hire some animators.”
This pushback highlights broader concerns within the creative community. Many argue that AI-generated content risks displacing human workers and that AI models often draw on artists’ works without proper credit or compensation.
Coca-Cola defended its approach, emphasizing its commitment to blending human creativity with technological innovation. “The Coca-Cola Company has celebrated a long history of capturing the magic of the holidays… We are always exploring new ways to connect with consumers and experiment with different approaches,” a spokesperson said. “This year, we crafted films through a collaboration of human storytellers and the power of generative AI.”
This isn’t the brand’s first foray into AI-generated content. In March 2023, the brand debuted Masterpiece, an AI-driven ad that brought famous works of art to life to share a bottle of Coke. The campaign was well-received, as was a concurrent initiative inviting artists to collaborate with AI on Coca-Cola-inspired artwork.
But this time, the use of AI has drawn criticism. Marketing experts suggest the backlash stems from Christmas’s unique emotional resonance. Neeraj Arora, chair of marketing research at the University of Wisconsin-Madison, noted to NBC News, “Holidays are a time of connection, community, and family. Introducing AI into that context feels misaligned with both the holiday spirit and Coca-Cola’s brand identity.”
Coca-Cola isn’t alone in facing AI-related controversy. Over the summer, Toys “R” Us came under fire for an AI-made ad featuring its late founder alongside its mascot. Despite the backlash, the company deemed the campaign a success and pledged to continue incorporating AI into its marketing toolkit.
This misstep underscores the challenge of incorporating AI into marketing while maintaining authenticity and emotional impact. As the technology advances, brands must strike a delicate balance between innovation and the human touch to avoid alienating their audiences.
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