Coca-Cola Faces Backlash for AI-Generated Christmas Advert

Coca-Cola’s 2024 Christmas advert has sparked a wave of reactions, with some fans expressing disappointment over the company’s decision to use generative AI in creating the campaign. The 15-second ad is a modernized take on its iconic “Holidays Are Coming” campaign but has notably excluded Santa Claus, a beloved character central to past iterations.

This marks Coca-Cola’s first use of AI in a holiday TV commercial, signaling a shift toward embracing digital innovation.

A Modern Take on a Beloved Tradition

The original “Holidays Are Coming” advert debuted in 1995 and quickly became a hallmark of the festive season. Featuring real 40ft trucks adorned with 30,000 light bulbs and accompanied by the catchy soundtrack, the ad was a celebration of Christmas spirit and tradition.

This year’s ad retains familiar elements like the Coca-Cola trucks and the nostalgic music but offers a more minimalist narrative:

• A fleet of trucks drives through a snowy village.

• A man receives a glass bottle of Coke Zero from a figure glimpsed only through a white cuff and red sleeve—presumably Santa Claus.

• Villagers in woolly hats celebrate on the streets, sipping Coke Zero to the iconic soundtrack.

Despite the nod to tradition, Santa Claus is otherwise absent, leaving fans longing for his familiar presence.

Viewer Reactions: Nostalgia Meets Controversy

Despite its visual appeal and nods to tradition, the ad has sparked mixed reactions from viewers. These reactions highlight a deeper unease with AI's growing role in creative spaces, reflecting fears about authenticity and tradition.

• Nostalgic Fans: One fan tweeted, “It’s not Christmas without the Coca-Cola train!” while others lamented the lack of Santa’s full appearance.

• AI Concerns: Some viewers criticized the use of generative AI, calling it “sick” and questioning why the advert looks “AI-generated.”

• Others expressed concern over the cultural shift AI represents, with one commenter stating, “The world is so over if the Christmas Coca-Cola advert is made with AI.”

Coca-Cola’s Response to the Backlash

Javier Meza, Coca-Cola’s EU chief marketing officer, defended the decision to use AI, emphasizing the brand’s intent to modernize while honoring tradition.

“We didn’t start by saying: ‘OK, we need to do this with AI,’” Meza explained to Marketing Week. “The brief was, we want to bring ‘Holidays Are Coming’ into the present and then we explored AI as a solution to that.”

A Coca-Cola spokesperson echoed these sentiments, stating, “Coca-Cola’s exciting venture into AI-generated storytelling demonstrates Coca-Cola’s commitment to embracing innovation, leveraging our collaborations with top creative and technology partners, while staying true to its core values: spreading happiness and creating real magic.”

Industry Perspective: The Work Behind AI-Driven Creativity

Nik Kleverov, Chief Creative Officer of Native Foreign—the studio behind this summer’s viral Toys"R"Us Sora film—offered insights on the effort involved in crafting AI-assisted projects like Coca-Cola’s advert:

“It’s a really thoughtful piece that clearly took a ton of work to create. As someone that’s made finished work with AI tools, I know how much nuance goes into making every moment just right. I think people that get up in arms think there’s a magic button someone pressed—but if you peel back the layers, you’d be surprised how many of the same people are still actively engaged in bringing the creative to life.”

Kleverov’s perspective highlights the collaboration and craftsmanship that often go unnoticed in AI-assisted creations, reminding audiences that AI is a tool—not a replacement—for human creativity.

Why the Backlash Against AI in the Coca-Cola Ad?

The controversy surrounding Coca-Cola’s AI-generated Christmas advert seems to reflect deeper concerns about the use of artificial intelligence in creative spaces. While the ad itself is visually impressive and retains iconic elements like the Coca-Cola trucks and the “Holidays Are Coming” soundtrack, the reaction highlights an emotional and cultural divide. These criticisms align with broader concerns about AI's role in creative spaces. Here's a few reasons why people could be upset with the AI ad:

1. Nostalgia Runs Deep

For many viewers, the Coca-Cola Christmas ad is more than just marketing—it’s a holiday tradition that evokes cherished memories. The absence of Santa Claus, even with subtle hints to his presence, feels like a break from the comforting familiarity of past commercials.

2. Skepticism Toward AI

Generative AI is still relatively new, and public trust in its capabilities remains low, particularly in creative fields where authenticity is key. Some people associate AI with:

• Job displacement in creative industries.

• The loss of human artistry and emotional depth.

• A mechanical, “soulless” approach to content creation.

3. Fear of Losing Tradition

The move to modernize the ad using AI may feel, to some, like an abandonment of the values and craftsmanship associated with the original. Coca-Cola’s decision to leverage AI might be seen as prioritizing efficiency over the personal touch that fans associate with holiday cheer.

4. Resistance to Change

Change is always polarizing, especially when it affects something as iconic as the Coca-Cola Christmas advert. Even minor tweaks can feel like a rejection of what made the original so beloved.

5. A Broader Conversation About AI

This ad represents a microcosm of larger concerns about AI’s role in society. As AI increasingly enters creative spaces, people fear a loss of human involvement in storytelling, art, and cultural traditions.

Bridging the Divide

The backlash highlights the importance of balancing innovation with tradition, particularly in campaigns that rely on emotional connections. Coca-Cola’s decision to use AI in this year’s ad has sparked important discussions about how brands can thoughtfully incorporate AI into their creative processes.

To bridge the gap between innovation and tradition, brands exploring AI in creative spaces could consider:

• Preserve Authenticity and Nostalgia: Retain the elements that audiences value most, ensuring that AI complements, rather than overshadows, those traditions.

• Communicate AI’s Benefits Clearly: Help audiences understand how AI enhances creativity and efficiency without diminishing the human touch.

• Foster Collaboration: Use AI as a tool to augment human effort, with skilled professionals guiding the process to maintain emotional depth and artistic integrity.

As AI technology continues to evolve, it’s important to recognize that generative AI is still in its early stages. Tools like this commercial demonstrate both the potential and the current limitations of AI in creative fields, but there’s no “magic button”; human creativity is still the driving force behind the use of AI. Thoughtful implementation and open communication will be key to ensuring that audiences see AI as an asset rather than a threat to tradition.

Looking Ahead

Coca-Cola’s AI-generated Christmas advert marks an important moment in the intersection of tradition and technology. While it demonstrates the potential of generative AI in creating visually stunning and cost-effective campaigns, the backlash underscores the challenges of introducing innovation into cherished cultural symbols.

As Coca-Cola continues to explore AI in its campaigns, striking the right balance between modernization and nostalgia will be key to retaining its audience’s loyalty and festive spirit. With thoughtful implementation, AI could eventually enhance storytelling traditions, blending innovation with the emotional depth audiences cherish.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.