Coca-Cola updated its legendary Christmas ad with the help of AI

Coca-Cola/Video screenshot

Coca-Cola used artificial intelligence this year to update its iconic Christmas commercial from thirty years ago.

Coca-Cola used artificial intelligence to update its Christmas commercial “Holidays Are Coming”, which has been broadcast since 1995. Marketing Week writes about this.

A new 16-second version of the commercial “Holidays Are Coming”, which hit screens earlier this week, retains the iconic tune and scenes of red Coca-Cola vans hurtling through wintry streets.

However, while previous commercials featured real actors and huge trucks decorated with Christmas lights, this year's ad was created entirely with the help of artificial intelligence, meaning all the scenes were simulated rather than filmed live.

The company said the new commercial was an “effective” way to save time and moneyand has already become a hit among viewers. Meanwhile, on Youtube, he has three times more dislikes than likes. And in the comments they write that the advertisement turned out to be “soulless”.

Javier Meza, marketing director of Coca-Cola in the European Union, emphasized that the company intends to adapt to modern realities by introducing a more diverse composition of participants and using artificial intelligence technologies.

We didn't start out thinking, “So, we should use AI for this.” Our goal was to bring the holiday to life, and then we started looking at how AI could help make that happen,” Meza said.

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The footage shows trucks driving through a city full of jubilant spectators and even past a couple of polar bears. Meanwhile, in the original version of the popular ad, a little boy races to pull a bell in the snowy evening atmosphere.

This alerts the townspeople to the approaching Coca-Cola truck convoy, resulting in Crowds of people gather to enjoy this spectacular spectacle. Bright lights and music fill the square, and the audience is filled with the Christmas atmosphere.

In one touching moment, a father lifts his daughter onto his shoulders, and they smile together as they watch the trucks drive past to the rhythmic music.

The final shot is a contemplative moment where Santa Claus enjoys a nostalgic sip from a clear Coke bottle.

Network reaction:

• “Imagine what it would look like trying to realize the essence of human celebration using a soulless artificial intelligence.”
• “The smartest thing Pepsi can do right now is to run a real handmade ad and throw shade at Coca-Cola.”
• “This is a real disaster. The company with estimated at 265 billion decided to reduce costs with the help of artificial intelligence-based video”.
• “Merry Christmas from AI! It's as touching as an aluminum Christmas tree”.
• “If even Coca-Cola can't reward real people, then we're left with despair.”