Coca-Cola’s holiday ad, The Holiday Magic is Coming, has sparked interest and controversy. Its festive theme and use of artificial intelligence (AI) are at the center of discussions. The 30-second ad, inspired by the 1995 classic Holidays Are Coming, divides opinions among viewers.
AI Polar Bears Replace Classic Human Touch
The commercial features Coca-Cola trucks adorned with holiday lights driving through snowy landscapes. Unlike the 1995 version, which showcased human actors, this ad uses AI-generated polar bears snuggling in an igloo. Coca-Cola developed the ad using its Real Magic AI platform, created with OpenAI. This platform gives artists access to Coca-Cola’s archives for creative use.
Criticism from Artists and Viewers
Many artists and social media users criticized the ad for relying heavily on AI. Alex Hirsch, creator of Gravity Falls, tweeted sarcastically about Coca-Cola, calling it “red because it’s made from the blood of out-of-work artists.” His comment attracted over 631,000 views.
On YouTube, the ad received more than 1,300 comments, mostly negative. One viewer suggested Pepsi create a live-action ad to mock Coca-Cola’s use of AI. Another called it “the most soulless commercial possible.”
Shelly Palmer, a media professor, called the ad “truly bad,” comparing it to The Polar Express on “bad acid.” He argued Coca-Cola used AI to cut costs rather than explore new creative possibilities. Palmer believes the technology isn’t ready for projects of this scale.
Coca-Cola declined to comment on the controversy.
Excitement Amid Criticism
Despite backlash, some appreciated the AI-driven ad. Chris Barber, an AI developer, shared a modified version of the ad on social media. He explained that Coca-Cola worked with three AI partners for this project, though his company’s pitch was not chosen. Barber’s post received over 18.4 million views, with mixed reactions.
One user commented, “AI has no place in creativity,” while Barber defended the technology. He argued AI can complement human creativity when used thoughtfully.
Coca-Cola’s AI Journey
This isn’t Coca-Cola’s first AI commercial. Last year, the company released Coca-Cola Masterpiece, which also used the Real Magic AI platform. The ad featured a Coca-Cola bottle flying through iconic artworks, including Van Gogh’s Bedroom in Arles and Vermeer’s Girl with a Pearl Earring. Unlike the holiday ad, this one received widespread praise.
AI in Advertising: A Growing Trend
Coca-Cola isn’t the only company exploring AI in ads. Toys ‘R’ Us released an AI-generated ad featuring a young version of founder Charles Lazarus. The commercial faced criticism for inconsistencies in Lazarus’ portrayal.
Nike used AI in its award-winning tribute to Serena Williams, Never Done Evolving. This eight-minute video showed archival footage and AI simulations of over 130,000 games between Williams’ younger and older selves. It received acclaim and several awards, including one at Cannes Lions.
As companies experiment with AI, reactions remain divided. While some celebrate the innovation, others worry about its impact on creativity and authenticity.