{"id":7774,"date":"2025-01-09T12:21:22","date_gmt":"2025-01-09T17:21:22","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/01\/09\/a-very-ai-christmas-did-coca-colas-ad-lose-its-holiday-spirit\/"},"modified":"2025-01-09T12:23:10","modified_gmt":"2025-01-09T17:23:10","slug":"a-very-ai-christmas-did-coca-colas-ad-lose-its-holiday-spirit","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/a-very-ai-christmas-did-coca-colas-ad-lose-its-holiday-spirit\/7774\/","title":{"rendered":"A Very AI Christmas: Did Coca-Cola&#8217;s Ad Lose Its Holiday Spirit?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Lisa Avvocato, VP Global Marketing and AI Community, Sama<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s nothing inherently festive about Coca-Cola. And yet, as a brand, it\u2019s inextricably linked to the Christmas season, thanks to over a century\u2019s worth of deliberate marketing effort. It\u2019s always a wholesome, innocent affair. After all, who could argue with a kindly bearded Santa delivering gifts of brown cola bottles to well-behaved children on Christmas Eve \u2014 except, perhaps, dentists?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The recent holiday season, however, was different. Perhaps for the first time, the Coca-Cola Company found itself the target of a backlash over its Christmas ads, thanks to its use of generative AI.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Coca-Cola Zero Sugar | Real Magic | HAC | GB | 6s\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/JHIxyGgSU90?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">This new ad is a remake of the legendary 1995 execution, so it\u2019s hallowed advertising ground. But more importantly, it\u2019s not made by humans at all, except for the ones writing the prompts for generative AI (Gen AI), and it doesn\u2019t feature any real-life actors, either. Cue the ensuing dustup with denouncements that the ad is \u201c<a href=\"https:\/\/www.techradar.com\/computing\/artificial-intelligence\/coca-colas-iconic-holidays-are-coming-ad-is-now-a-soulless-and-creepy-dystopian-nightmare-made-by-ai\">a soulless and dystopian nightmare<\/a>\u201d and accusations that it might have \u201c<a href=\"https:\/\/dataconomy.com\/2024\/11\/19\/has-coca-colas-ai-ad-destroyed-the-spirit-of-christmas\/\">destroyed the spirit of Christmas.<\/a>\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While that\u2019s obvious hyperbole, the ad wasn\u2019t perfect. On social media, viewers highlighted the 15-second clip\u2019s various visual inconsistencies \u2014 from the wheels on the iconic Coca-Cola trucks, which didn\u2019t turn but rather <em>glided<\/em>, to the AI-generated people, who always seemed a bit too big for their surroundings.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This wasn\u2019t Coca-Cola\u2019s first foray into generative AI advertising (it launched <a href=\"https:\/\/www.youtube.com\/watch?v=VGa1imApfdg\">\u2018Masterpiece\u2019<\/a> over a year ago) but its first high-profile campaign using the technology. And it chose the festive season \u2014 which many consider sacrosanct \u2014 as the time to launch it.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Coca-Cola\u00ae Masterpiece\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/VGa1imApfdg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">Faced with this backlash, many brands in Coca-Cola\u2019s situation would retreat. They\u2019d issue a mild-mannered apology, including the usual platitudes like \u201cwe hear you\u201d and \u201cwe got this wrong,\u201d and then pull the ad. Not here. Instead, the company issued a statement to the New York Times saying that it\u2019s committed to \u201calways remain dedicated to creating the highest level of work at the intersection of human creativity and technology.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The implication was obvious. Coca-Cola believes AI is here to say. It recognizes the importance of generative AI and will continue to push forward\u2014no matter the backlash to its initial large-scale effort.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Coca-Cola has always been a trailblazer. It recognizes that Gen AI is an important technology, as evidenced by <a href=\"https:\/\/news.microsoft.com\/2024\/04\/23\/the-coca-cola-company-and-microsoft-announce-five-year-strategic-partnership-to-accelerate-cloud-and-generative-ai-initiatives\/\">the five-year deal it struck with Microsoft in April, valued at $1.1bn<\/a>, to deploy Gen AI across its entire business. Marketers have even leveraged Gen AI to create a new Coke flavor, and the company appointed a Global Head of Generative AI in 2023.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But that enthusiasm doesn\u2019t change the fact that generative AI \u2014 particularly when it comes to the creation of rich media assets like video \u2014 is still in its infancy. Despite the rapid improvements we\u2019ve seen over the past two years, there are still limitations that are yet to be overcome.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">From this execution, for instance, we\u2019ve learned the importance of the human touch, which means anything that feels unnatural needs to be manually edited, from the truck wheels to the too-fast pacing. If you give the technology free rein, you won\u2019t get a compelling commercial at this stage of its capabilities.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Humans are integral to Gen AI\u2019s success, not just as prompt engineers but in refining and perfecting the outputs. They are an essential quality control mechanism, and they\u2019ll play a role not merely in reviewing content but also in creating the brand guidelines and messaging objectives that form the basis of every campaign. As Coca-Cola said, it\u2019s about finding the optimal \u201cintersection of human creativity and technology.\u201d The brand has a proven track record of doing this with tech, using tools such as CGI, which it pioneered and is now a firmly established part of the marketing mix.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The same will be true for Gen AI, which offers enormous opportunities for marketers. It\u2019s a powerful tool that allows quick, affordable content creation with visual sophistication that wouldn\u2019t otherwise be possible on limited budgets. Companies like Coca-Cola will not be the only ones embracing AI to create TV ads; it\u2019ll open up a whole new market. Global brands are experimenting more with longer-form digital content that pushes creative boundaries. Gen AI will enable them to react to news or trends at a lower cost quickly, or to create highly personalized content for audiences of one.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But while I\u2019m convinced that Gen AI will become an essential part of the marketer\u2019s toolbelt, I also recognize that there are fundamental ethical questions that need to be addressed, and those questions will only become louder as the technology improves.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Should brands be transparent if AI generates the content? Should AI be used for celebrity endorsements, voiceovers, and product placement? Or is that cheating the consumer? While I\u2019m convinced that many of these questions will be organically answered over time, we can also expect to find clarity from legislators who will establish the rules for this technology. Colorado\u2019s <a href=\"https:\/\/leg.colorado.gov\/bills\/sb24-205\">Consumer Protections for Artificial Intelligence bill<\/a> is a good example of this. Brands should be transparent if AI generates content because consumers have the right to know when they are engaging with AI-driven material, especially in high-risk situations where the implications of AI decisions may not be immediately clear.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As these questions are resolved, brands will embrace Gen AI with the same vigor they adopted other marketing technologies \u2014 like CGI imagery or programmatic digital advertising. And while they\u2019ll reap the rewards, the real winners of this moment will be those early adopters who engaged with Gen AI despite the unrefined newness of the technology, and the uncertainty of how it should be used.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As we head into 2025, those early adopters will be first to learn the important lessons of using Gen AI in this brave new world. They\u2019ll use AI to push boundaries, prioritize human ingenuity and authenticity, and garner the lion\u2019s share of attention. These trailblazing brands will understand that Gen AI is a tool; what matters is how you use it.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, the real magic of marketing is found in the relationships we build and the narratives we craft, and there\u2019s nothing more human than that.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ultimately, the real magic of marketing is found in the relationships we build and the narratives we craft, and there\u2019s nothing more human than that.<\/p>\n","protected":false},"author":7,"featured_media":7775,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17,15],"topics":[2],"class_list":["post-7774","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A Very AI Christmas: Did Coca-Cola&#039;s Ad Lose Its Holiday Spirit? 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