For generations, Christmas ads from Coca-Cola have been a hallmark of the holiday season, bringing families together with the comforting glow of twinkling red trucks, jolly Santas, and cheerful jingles like “Holidays Are Coming.” These ads didn’t just sell soda; they captured the essence of the Christmas spirit, creating moments that linger in collective memory.
Fast-forward to 2024, and Coca-Cola is attempting to breathe new life into this beloved tradition by incorporating cutting-edge AI technology. But instead of rekindling that festive magic, the brand’s AI-generated Christmas ads have sparked confusion, criticism, and even mockery online. What went wrong with this ambitious blend of nostalgia and innovation? Let’s unravel the story behind these ads and explore why they’ve failed to resonate with audiences.
The Making of Coca-Cola’s AI Christmas Ads
In collaboration with three AI studios Secret Level, Silverside AI, and Wild Card Coca-Cola set out to reimagine its iconic Christmas ads with the help of advanced generative AI models like Leonardo, Luma, and Runway. Toward the end of production, a newer model called Kling was introduced to refine human motion, which proved to be one of the most significant challenges.
Despite their efforts, the AI-generated ads exposed the limitations of current AI technology in creating realistic and emotionally engaging content. Human figures, for example, suffered from grotesque distortions, unnatural movements, and eerie facial expressions. Secret Level’s founder, Jason Zada, admitted that even a seemingly simple element a squirrel featured in the opening shot had to be run through the AI hundreds of times to achieve an acceptable result.
What Happens in the Ads?
The centerpiece of the campaign is a short AI-generated ad that pays homage to Coca-Cola’s legendary 1995 Christmas commercial, “Holidays Are Coming.” The new version features iconic red delivery trucks adorned with Christmas lights and images of Santa Claus. But instead of capturing the warmth and nostalgia of the original, the ad feels rushed and disjointed.
Quick cuts dominate the footage, likely to mask AI’s visual shortcomings. Viewers get fleeting glimpses of smiling customers and Christmas scenes, but the transitions are so rapid that it’s hard to grasp what’s happening.
Notably, Santa Claus himself is conspicuously absent at least his face is. The closest we get is a rubbery hand clutching a Coca-Cola bottle, leaving audiences to imagine the unsettling versions of Santa the AI might have attempted to generate.
The ad also suffers from subtle yet noticeable errors. Truck wheels glide unnaturally across the ground, while background elements like Christmas lights and building shapes appear distorted. Observant social media users quickly pointed out these flaws, with one commenter remarking, “10 cuts in 15 seconds, never showing the same thing twice, still looks wrong. Truly a powerful technology.”
Why Did AI Fall Short?
While the use of AI in advertising is undeniably innovative, Coca-Cola’s campaign highlights the technology’s current limitations. Generative AI struggles to replicate the intricacies of human expressions and movements, often resulting in unsettling visuals.
Moreover, creating coherent text remains a significant challenge for generative AI. The Coca-Cola logos featured in the ads had to be manually touched up during post-production, a time-intensive process that calls into question the efficiency of using AI in the first place.
These shortcomings raise broader concerns about the role of AI in creative industries. Many critics view it as a cost-cutting measure designed to replace human talent. Alex Hirsch, creator of Gravity Falls, quipped, “Coca-Cola is red because it’s made from the blood of out-of-work artists.” Similarly, Megan Cruz of The Broad Perspective Pod criticized the campaign, stating, “This is always what AI was going to be used for, to cut creative teams and have a machine vomit up the most boring slop imaginable.”
A Hollow Echo of Holiday Magic
Coca-Cola’s original Christmas ads became iconic because they were crafted with care and creativity. They tapped into universal emotions, weaving stories that felt authentic and heartfelt. The AI-generated versions, by contrast, feel cold and mechanical, a hollow imitation of what once brought joy to millions.
The very idea of Christmas evokes images of handcrafted gifts and personal touches, a stark contrast to the mass-produced and error-prone visuals AI currently offers. By attempting to modernize nostalgia with AI, Coca-Cola unintentionally highlighted what’s missing: the human touch that makes storytelling truly magical.
The Future of AI in Advertising: A Tool, Not a Replacement
Coca-Cola’s experiment serves as a lesson for brands looking to integrate AI into their marketing strategies. While AI can be a powerful tool for enhancing efficiency and exploring new creative possibilities, it is not yet capable of replacing human ingenuity.
Generative AI works by remixing existing content, but it lacks the ability to create something genuinely original or emotionally resonant. As a result, campaigns like Coca-Cola’s run the risk of alienating audiences rather than engaging them.
To strike the right balance, brands should view AI as a complement to human creativity, not a substitute. By combining the best of both worlds, it’s possible to create innovative campaigns that honor tradition while embracing the future.
Magic Can’t Be Manufactured
Coca-Cola’s AI-generated Christmas ads remind us that some things can’t be replicated by technology alone. The warmth and nostalgia of the brand’s classic campaigns were the product of human artistry and storytelling qualities that AI simply can’t replicate.
While the experiment may have fallen short, it opened up an important conversation about the role of AI in creative industries. As technology continues to evolve, the challenge will be to use it responsibly and thoughtfully, ensuring that innovation enhances, rather than diminishes, the magic of human connection.
