The model created an AI-generated model of its 30-year-old Christmas advert in 2024, and has made a brand new model for the 2025 festive season.
Screenshot from behind the scenes video: https://www.youtube.com/watch?v=URT_pX74_qA&t=53s
Final 12 months, Coca-Cola made headlines when it created an AI model of its basic ‘Holidays Are Coming’ festive advert, which then ran on TV over the Christmas season.
This 12 months, it has had one other run at creating an AI model of the 1995 advert. Certainly, it has created two variations of the advert, with one completely for the US market. Coca-Cola says the brand new adverts “push the boundaries of technical precision, cinematic storytelling and manufacturing high quality”.
Screenshot from behind the scenes video
Final 12 months, Coca-Cola made headlines when it created an AI model of its basic ‘Holidays Are Coming’ festive advert, which then ran on TV over the Christmas season.
This 12 months, it has had one other run at creating an AI model of the 1995 advert. Certainly, it has created two variations of the advert, with one completely for the US market. Coca-Cola says the brand new adverts “push the boundaries of technical precision, cinematic storytelling and manufacturing high quality”.
Coca-Cola international vice-president and head of generative AI, Pratik Thakar describes the advert as “revolutionary”.
“It’s a transformational leap into the way forward for creativity and know-how,” he says.
The progress between the 2024 and 2025 variations of Holidays Are Coming reveals the fast evolution of generative AI instruments extra usually. Coca-Cola has launched a “behind the scenes” model of the advert, which locations the 2 AI-generated model of the adverts facet by facet.
There was some criticism about Coca-Cola’s use of AI to re-create Holidays Are Coming final 12 months. Nonetheless, the 2024 model of the advert scored the utmost 5.9 star score on System1’s Check Your Advert platform, which measures the brand-building potential of adverts.
Final 12 months, Coca-Cola European CMO Javier Meza instructed Advertising and marketing Week the model didn’t got down to remake the advert utilizing AI however that it was the most suitable choice.
“We didn’t begin by saying: ‘OK, we have to do that with AI,’” he stated. “The temporary was, we need to carry Holidays Are Coming into the current after which we explored AI as an answer to that.”
It reported that it produced the advert at a tenth of what it could have price beforehand. Meza additionally predicted that AI adverts will turn into the “norm” sooner or later.
Talking about right this moment’s launch, Thakar commented that Coca-Cola is dedicated to balancing know-how and human creativity.
“We’re dedicated to utilizing AI as a human enabler, the place it is sensible,” he stated. “Inventive ambition, route and thought management has and all the time shall be human-led. AI is a superpower with regards to execution and manufacturing, making what was beforehand unimaginable attainable.”
The model can even be working its well-known truck tour once more this 12 months, with the intention of bringing festive experiences to communities globally. In North America, Latin America and Asia South-Pacific, Coca-Cola can even run one other festive advert, “A Vacation Reminiscence”, which depicts a busy mom within the run-up to Christmas.
