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Coca-Cola has taken a different approach to creating its infamous holiday commercials this year, working with three AI agencies to bring the holiday magic into the TV ads.
The company has used AI to bring to life the classic ‘Holidays Are Coming’ commercial from 1995, with the three studios involved being Secret Level, Silverside AI and The Wild Card.
The new ads are reported to have been created with AI-video generation models including the likes of Leonardo, Luma, and Runway.
While the brand commissioned three separate companies to create their advert, all include some iconic Coca-Cola themes like the big red trucks, snowy scenery, and towns fully dressed in holiday decorations.
The company I work for, Silverside AI, just created an ad for @CocaCola (yes THE Coca-Cola)!! We were asked to bring the classic Coca Cola Holidays are Coming ad back through the use of AI. Check it out: pic.twitter.com/A1esNvqozW
— Chris Barber (@code_rgb) November 15, 2024
The company has been on the AI train for a while, with the first-ever Coke being co-created by AI in September of 2023. Dubbed the ‘Coca-Cola Y3000,’ the soda brand launched the limited-edition drink alongside an AI-powered experience.
People react to AI Coca Cola holiday commercials
This is the first time a major global brand has utilized AI for TV ads and while it marks a major moment for the technology industry, not everyone is happy about it.
Coca Cola’s annual Christmas commercial has been created with AI this time. pic.twitter.com/xO72akwoBh
— DiscussingFilm (@DiscussingFilm) November 15, 2024
People took to social media to share their thoughts on the new approach. An X user said: “Coca Cola using ai for an ad is genuinely so terrifying to me. Art is dying. Actors, replaced. Camera workers, replaced. Drivers, replaced. Designers, replaced. Soulless. This is affecting EVERYONE now. Whether you want to accept that or not. Its going too far.”
Another person said: “… I feel like I’m watching the death of art and our planet unfold in front of my eyes and no one irl seems to care.”
With this creepy AI spot, Coca-Cola can no longer claim 'It's always the real thing'. We normally have gallons of the stuff at Christmas, but this year we'll take a leaf out of Coca-Cola's book and buy the knockoff. Time for a boycott. pic.twitter.com/JXiNqazS06
— James Vargas-Maclean (@JamesHAMaclean) November 15, 2024
Others have called for a boycott over the AI usage, with one social media user saying “…We normally have gallons of the stuff at Christmas, but this year we’ll take a leaf out of Coca-Cola’s book and buy the knockoff.”
Featured Image: AI-generated via Ideogram
