Coca-Cola recently announced that it has recreated its classic 1995 advertisement "Holidays Are Coming" using artificial intelligence technology. This bold move makes Coca-Cola one of the first major companies to fully produce a TV advertisement using AI. To achieve this, they collaborated with three AI studios to create different versions of the ad, which will be broadcast on television, streaming platforms, and global digital video.
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According to Pratik Thakar, Vice President of Global Generative AI at Coca-Cola, the production primarily utilized AI models such as Leonardo, Luma, and Runway. Jason Zada, founder of Secret Level, noted that they also introduced a new Kling AI model during the production process, which made the animated characters' movements more lively. He pointed out that the rapid development of this technology has made the production process more efficient, and although the use of AI still has areas for improvement, it has overall saved a significant amount of time and costs.
Zada mentioned that the Secret Level version of the advertisement used the likenesses of real actors, with their permission, and the classic music in the ad was re-recorded by live musicians and singers. He stated that traditional production costs can reach millions of dollars, while this production significantly reduced costs, allowing all work to be done from home and enabling global artists to collaborate across regions.
However, Zada also acknowledged that a particular AI-generated squirrel shot went through hundreds of iterations before achieving the desired effect. PJ Pereira, CEO of another partner company, Silverside AI, stated that they created over 10,000 images and 5,000 video clips for this project, resulting in more than 100 different market versions of the advertisement.
Although the quality of AI-produced advertisements is relatively high given the current technology, reactions on social media and media reviews have been polarized. Some commentators believe that the new ad appears overly artificial and lacks the refinement of traditional production. Pereira defended the technology, stating that this project showcased human involvement and the potential of technology in storytelling, and he believes there is significant room for revolution in storytelling in the future.
Key Points:
📺 Coca-Cola has recreated its classic 1995 advertisement using AI technology, becoming the first major company to fully adopt AI in advertisement production.
💡 The project involved three AI studios, each producing different versions, significantly reducing time and costs during the production process.
🤖 The advertisement's quality has sparked controversy, with some critics noting its obvious artificial traces and lack of the refinement found in traditional production.
