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coca cola Despite this, it is doubling down on the use of artificial intelligence in its festive annual advertising reaction to the move A year ago.
Last November, angry shoppers accused the soft drink company of displacing artists And by using generic AI in a recreation of its iconic “The Holidays Are Coming” spot, it has stripped down the joyous Christmas aesthetic. Set to the music of the original 1955 ad, this highly spontaneous video featured trucks with non-skid wheels and alien-looking people.
Now, Coke executives are determined to succeed this year – with a similar concept created by the same studio, Secret Level. There were also two other versions of the ad: another with Studio Silverside and AI, and a version shot traditionally without animals that would air in some Latin markets.
“Last year we set a global milestone with the world’s first fully GenAI-generated film on broadcast media – a bold leap that broke new ground,” Prateek Thakar, Coca-Cola’s global vice president and head of Generative AI, said in a press release. “This year’s campaign is another proof point in our journey to harness emerging technology and rethink how we create and deliver content.”
Like previous years, dear ad Features Coca-Cola trucks driving through snow around the world to deliver Coke products to customers during the holiday season. But this time, the ad features animals instead of humans: polar bears, seals, squirrels and other animals are shown traveling the trucks around the world.
Who is the only person shown in the advertisement released on Monday? Santa ClausWhich is based on the company’s original drawings. At the end of the commercial, Santa opens the truck door and is seen drinking a Coke and waving.
While Coca-Cola faced criticism last year for not hiring a real actor to play the role of Santa, the company has already refuted this argument by saying that they hired real actors to sing the music for the video.
“We are committed to using AI as a human enabler where it makes sense,” Thacker said. “Creative ambition, direction and thought leadership is and will always be human-led. AI is a superpower when it comes to execution and production, making the previously impossible possible.”
Despite evolving technology and Coca-Cola’s belief that the response will be different from last year The ads have already received negative reactions.
“A year after AI development and it still looks terrible,” one person criticized in the YouTube comments of the ad. Another wrote, “It’s extremely disappointing to see a company of your size relying on AI to create commercial videos.”
However, others were more optimistic about the developments.
“Just because this ad was generated using AI doesn’t mean it’s inauthentic or substandard,” one person defended under the video. “This ad was conceived, ideated, scripted and produced by a team of creative professionals using the latest tool in their box, GenAI. The process would be similar with 3D animators and After Effects, but GenAI allowed creators to rapidly ideate and conceptualize and ultimately create something new and memorable. Embrace it as another way to express yourself.”
Another said, “When the Coca Cola commercial finally comes on you can tell it’s Christmas.”