For the holidays at the end of 2024, Coca-Cola chose to revisit its 1995 cult Christmas advertising, “Holidays are coming”, using artificial intelligence. The goal: to modernize this emblematic classic and make it attractive for a new generation of consumers. However, this initiative divided public opinion, raising debates on the use of AI in contexts loaded with emotions and nostalgia.
Iconic elements revisited
The new advertisement retains key elements of the original, such as illuminated red trucks, snowy landscapes and a recognizable soundtrack. However, several notable changes have been introduced:
- a more diverse representation of the characters,
- The highlighting of the Coca-Cola version without sugar,
- The remarkable absence of Santa Claus, emblematic figure of the brand. Coca-Cola did not specify whether this omission was intentional or due to the technical limitations of the AI.
A technological creation
To produce this advertisement, Coca-Cola called on several specialized studios, such as Secret Level, Silverside AI and Wild Card, using a set of technologies, including Dall-E and GPT-4. The internal AI model, called Real Magic AI, was designed to operate 138 years of brand visual archives.
According to Pratik Thakar, Vice-President and Global Manager of Generative AI at Coca-Cola, the use of AI offers a significant advantage in terms of speed and efficiency. “The production speed is multiplied by five. This allows us to create more, with more personalization, while reducing costs. »».
However, detractors emphasize that this approach could sacrifice the heat and emotion transmitted by human work. Jason Zada, founder of Secret Level, said: “The human aspect remains essential to bring a certain warmth to these creations. »».
Shared reactions
Despite positive feedback during consumer tests, online criticisms were lively. On social networks, advertising has been described as “soulless”, “kitsch” or “dehumanized”. Some Internet users criticize Coca-Cola for not having invested in human talents, judging that AI has reduced the creativity and authenticity of the work. Alex Hirsch, creator of the Gravity Falls series, even quipped on the subject, declaring: “Coca-Cola is ‘red’ because it is made from the blood of unemployed artists. »».
Nostalgic spectators regret the abandonment of the artisanal know-how which characterized the advertisements of yesteryear, like that of 1995, made with real actors and authentic trucks.
The technological and emotional dilemma
This campaign relaunches a broader debate: can the use of AI be compatible with themes as full of emotion and nostalgia as those of the Christmas holidays? Coca-Cola, pioneer in the collective imagination by popularizing the modern image of Santa Claus, risks losing a share of its emotional capital if technological innovation is not balanced with a human touch.
For the future, Coca-Cola will have to take up a double challenge: both embracing innovative technologies and preserving the authenticity that is the strength of its historic campaigns. This dilemma reflects a growing tension in the advertising world: finding the right balance between technological efficiency and human connection.
