Holidays Are Coming – But Is the Magic AI-Generated?
Coca-Cola’s 2024 holiday commercial, “The Holiday Magic is Coming,” has ignited a polarizing debate over the role of artificial intelligence (AI) in advertising. The company employed its Real Magic AI platform, powered by OpenAI, to reimagine its iconic 1995 ad, “Holidays Are Coming.” Featuring AI-generated polar bears and sleighs, the ad has drawn both ire and admiration from audiences and industry professionals alike.
A New Era of AI-Driven Storytelling
Coca-Cola’s Real Magic AI platform operates similarly to DALL-E, enabling creators to integrate Coca-Cola’s archival assets into new campaigns. In this case, the 2024 commercial aimed to pay homage to the beloved 1995 original while embracing cutting-edge AI technology. The shift reflects the company’s broader strategy to modernize its creative processes, reducing production timelines and potentially lowering costs.
The commercial is part of a growing trend among global brands exploring AI as a creative tool. Nike and Toys “R” Us have previously dabbled in AI-generated ads, with varying degrees of success. While Coca-Cola’s 2023 “Masterpiece” campaign—a whimsical AI-assisted tribute to famous artworks—garnered praise, “The Holiday Magic is Coming” has faced a more skeptical reception.
The Backlash: Soulless or Forward-Thinking?
Critics argue that AI sacrifices the emotional depth and authenticity of traditional human-driven storytelling. Some of the harshest comments labeled the ad “soulless,” with Disney’s Gravity Falls creator Alex Hirsch quipping that Coca-Cola’s “red” represents the “blood of out-of-work artists.” Social media platforms like YouTube and X (formerly Twitter) were flooded with disdainful remarks, some calling it “genuinely disappointing.”
Advertising experts and creatives echoed these sentiments. Shelly Palmer, a media professor, likened the ad to The Polar Express “on bad acid,” suggesting it failed to break new creative ground. Many argued that the reliance on AI overlooked Coca-Cola’s “It’s always the real thing” ethos.
Supporters Speak: A Tool, Not a Replacement
Not all feedback was negative. AI enthusiasts and Coca-Cola’s collaborators defended the campaign as a milestone in creative innovation. Rob Wrubel of Silverside AI emphasized the human input required to guide AI tools, countering the misconception that these projects are fully automated.
Research suggests the backlash may not reflect the broader consumer response. Testing by Kantar and Ipsos North America found that most viewers didn’t notice the ad’s AI origins and rated it highly for nostalgia and brand recall.
Balancing Innovation and Authenticity
Coca-Cola’s experiment highlights the challenges brands face when integrating AI into high-profile campaigns. While AI can streamline production and personalize content, it risks alienating audiences who value the human touch in storytelling. As Spark Foundry’s Marcos Angelides aptly noted, “It’s not about how an ad is produced; it’s about how it’s perceived.”
For Coca-Cola, the 2024 holiday ad may be a step forward in demonstrating AI’s creative potential—but it also underscores the importance of aligning innovation with audience expectations.
Key Takeaways for Advertisers
- Transparency Is Key: Clearly communicate how AI tools enhance, rather than replace, human creativity.
- Know Your Audience: Test ads thoroughly to gauge whether innovation resonates or alienates viewers.
- Focus on Storytelling: AI is a tool to support creativity, not a shortcut to emotional impact.
- Be Prepared for Criticism: The adoption of emerging technologies often provokes skepticism; stay committed to long-term goals.
Final Thoughts
Coca-Cola’s holiday commercial may be polarizing, but it has undeniably sparked a broader conversation about the future of AI in advertising. For brands, the challenge lies in leveraging AI’s potential without losing the human connection that makes campaigns memorable. Whether “The Holiday Magic is Coming” sets a precedent or a cautionary tale, it’s clear that AI will play an increasingly significant role in shaping the ads of tomorrow.
