Coca-Cola’s new holiday ad, The Holiday Magic is Coming, has faced significant backlash. The 30-second commercial, inspired by the iconic 1995 ad Holidays Are Coming, features Coca-Cola trucks decorated with festive lights. However, this version replaces human actors with AI-generated polar bears in an igloo.
The ad was created using Coca-Cola’s Real Magic AI platform. Powered by OpenAI, the platform allows artists to use Coca-Cola’s extensive archives to generate content. This marks Coca-Cola’s second AI-driven advertisement, following the 2023 Coca-Cola Masterpiece ad, which also utilized the brand’s classic imagery.
Artist and Consumer Reactions
The use of AI in the holiday ad has drawn sharp criticism from artists and consumers alike. Alex Hirsch, creator of Gravity Falls, took to X (formerly Twitter) to mock the ad, writing, “FUN FACT: Coca-Cola is ‘red’ because it’s made from the blood of out-of-work artists! #HolidayFactz.” His post received over 631,000 views.
The ad’s reception on Coca-Cola’s official YouTube channel was similarly negative. Many commenters called the ad inauthentic. One wrote, “Pepsi, now is your chance to make a live-action ad bashing Coke for using AI.” Another called it “the most soulless commercial possible.”
Shelly Palmer, a media expert, also criticized the ad, comparing it to a low-quality version of The Polar Express. Palmer suggested Coca-Cola’s use of AI wasn’t about innovation but cost-cutting. He noted that while AI may advance in the future, it currently falls short of delivering human-driven, high-quality animation.
So far, Coca-Cola has not addressed the backlash publicly.
Support for AI in Advertising
Despite the criticism, some industry figures have defended Coca-Cola’s AI experiment. Chris Barber, an AI developer at Silverside AI, shared his version of the ad on X. Barber revealed that Coca-Cola had worked with three AI companies on the project, though his version wasn’t selected. His post received over 18.4 million views. While most responses were critical of AI in advertising, Barber argued that AI can enhance creativity when combined with human vision and emotion.
Coca-Cola’s Continued AI Exploration
This holiday ad isn’t Coca-Cola’s first AI-driven project. In 2023, the company launched Coca-Cola Masterpiece, featuring a Coke bottle flying through famous artworks. That campaign received praise for its creativity, with many calling it superior to the holiday ad.
Other brands have also ventured into AI-driven advertising. In 2023, Toys ‘R’ Us released a controversial AI-generated ad featuring its founder, Charles Lazarus, as a child. Critics noted inconsistencies in the portrayal of Lazarus across scenes. In contrast, Nike’s 2022 Never Done Evolving ad used AI to simulate a match between younger and older versions of Serena Williams. The project won multiple awards, including recognition at the Cannes Lions International Festival of Creativity.
The Debate Over AI in Advertising
As AI continues to permeate creative industries, its role in advertising remains controversial. Critics argue that AI can undermine authenticity and artistic integrity, while supporters believe it can amplify creativity when used thoughtfully. Coca-Cola’s holiday ad highlights this ongoing debate, signaling a broader conversation about AI’s place in the future of advertising.