Coca-Cola recently released three Christmas advertisements created using artificial intelligence, which have drawn considerable ridicule and skepticism. While the concepts of the ads might have been good, the actual execution was disappointing: the distorted visuals, bizarre facial expressions, unnatural movements, and disproportionate proportions left viewers both amused and bewildered. Clearly, the AI technology did not deliver as expected in this attempt.
The three ads were produced by three different AI studios: Secret Level, Silverside AI, and Wild Card. They utilized several generative models, including Leonardo, Luma, Runway, and a new model called Kling introduced in the final stage. The most notable ad is a tribute to the classic 1995 Coca-Cola Christmas advertisement "Holiday Season," featuring a red delivery truck adorned with Christmas lights and Santa Claus. However, the pacing of this ad was so rapid that viewers had no time to react, and the storyline seemed to rush by.
Coca-Cola is synonymous with the Christmas spirit in the United States, with many even considering it the "creator" of Santa Claus's red and white outfit. While this is not entirely accurate, it has played a crucial role in promoting this color scheme. Other issues with the ads include the truck's wheels sliding on the ground without turning, and the shapes of the Christmas lights and buildings being so distorted that they were hard to comprehend.
In response to widespread criticism, Coca-Cola did not admit any fault but stated that they remain committed to creating the highest level of work at the "intersection of human creativity and technology." A company spokesperson told The New York Times, "Coca-Cola has celebrated the magic of the holidays globally for decades through content, films, events, and retail promotions. We are always exploring ways to connect with consumers and trying different approaches."
Some have criticized these ads as an attempt to devalue creative work through AI, leading to job losses. A commenter named Megan Cruz even quipped, "This is what AI is ultimately for. It's not a great equalizer; it's a tool for already wealthy executives to boost their bonuses by cutting creative teams, and what machines produce is just dull stuff." Similarly, Alex Hirsch, creator of the animated show "Gravity Falls," jokingly remarked that Coca-Cola is red because it is "made from the blood of unemployed artists."
