Coca-Cola faces scrutiny after releasing its Christmas advert
- Replies 10
The festive season is synonymous with traditions, from the jingle of bells to the heartwarming sight of families gathering.
Every year, many eagerly look forward to Coca-Cola's Christmas advertisement, which often signals the start of the holiday season.
However, this year's advert received a frosty reception among Aussies.
Coca-Cola's latest foray into festive advertising introduced an artificial intelligence-generated Christmas commercial.
The ad, which wanted to pay tribute to the 1995 'Holidays Are Coming' campaign, featured the Coca-Cola red trucks navigating a snowy landscape to deliver the beloved beverage.
However, a disclaimer which read 'created by Real Magic AI' sparked a sleigh-load of controversy.
Viewers took to social media to voice their dismay, criticising the advert for being a 'creepy dystopian nightmare'.
'Sad to see this was made with an AI-generated program,' one wrote.
'I feel like I'm watching the death of art and our planet unfold in front of my eyes, and no one seems to care.'
Other comments also called this year's advert 'garbage' and 'ugly'.
In response to the uproar, Coca-Cola has issued an official statement.
'The Coca-Cola Company has celebrated a long history of capturing the magic of the holidays in content, film, events, and retail activations for decades around the globe,' a Coca-Cola spokesperson stated.
'We are always exploring new ways to connect with consumers and experiment with different approaches. This year, we crafted films through a collaboration of human storytellers and the power of generative AI.'
Despite the company's defence, the ad's execution was widely criticised.
Forbes highlighted the technical shortcomings of the advert through its details.
The publication pointed out the unnatural movement of the truck wheels and the absence of Santa Claus.
Yet, the minds behind the AI-driven spectacle stood by their work.
Secret Levels studio founder Jason Zada, who worked on the advert, insisted that the human touch was still present, providing 'warmth' to the clip.
Meanwhile, Pratik Thakar, Coca-Cola's Vice President and Global Head of generative AI, emphasised the connection between the human experience and advanced technology.
Thakar also mentioned the efficiency of using generative AI for their advert.
'More than cost, it's the speed. Speed is, I would say, five times, and that is a huge benefit. The production time would have taken, traditionally, much longer,' Thakar added.
Watch the full advert here:
Source: LLLLITL/YouTube
Coca-Cola's venture into AI-generated content became a telling sign as brands continue to look to technology for their future projects.
However, this incident also reminds everyone that the human element, particularly in creative endeavours, is not easily replicated or replaced by algorithms.
What do you think of Coca-Cola's seasonal advert? Do you welcome the use of AI in creative industries, or do you believe it undermines human artistry? Share your thoughts and opinions with us in the comments below.
Every year, many eagerly look forward to Coca-Cola's Christmas advertisement, which often signals the start of the holiday season.
However, this year's advert received a frosty reception among Aussies.
Coca-Cola's latest foray into festive advertising introduced an artificial intelligence-generated Christmas commercial.
The ad, which wanted to pay tribute to the 1995 'Holidays Are Coming' campaign, featured the Coca-Cola red trucks navigating a snowy landscape to deliver the beloved beverage.
However, a disclaimer which read 'created by Real Magic AI' sparked a sleigh-load of controversy.
The Coca-Cola advert had several inconsistencies, including Santa Claus's odd hand. Image Credit: Coca-Cola
Viewers took to social media to voice their dismay, criticising the advert for being a 'creepy dystopian nightmare'.
'Sad to see this was made with an AI-generated program,' one wrote.
'I feel like I'm watching the death of art and our planet unfold in front of my eyes, and no one seems to care.'
Other comments also called this year's advert 'garbage' and 'ugly'.
In response to the uproar, Coca-Cola has issued an official statement.
'The Coca-Cola Company has celebrated a long history of capturing the magic of the holidays in content, film, events, and retail activations for decades around the globe,' a Coca-Cola spokesperson stated.
'We are always exploring new ways to connect with consumers and experiment with different approaches. This year, we crafted films through a collaboration of human storytellers and the power of generative AI.'
Despite the company's defence, the ad's execution was widely criticised.
Forbes highlighted the technical shortcomings of the advert through its details.
The publication pointed out the unnatural movement of the truck wheels and the absence of Santa Claus.
Yet, the minds behind the AI-driven spectacle stood by their work.
Secret Levels studio founder Jason Zada, who worked on the advert, insisted that the human touch was still present, providing 'warmth' to the clip.
Thakar also mentioned the efficiency of using generative AI for their advert.
'More than cost, it's the speed. Speed is, I would say, five times, and that is a huge benefit. The production time would have taken, traditionally, much longer,' Thakar added.
Watch the full advert here:
Source: LLLLITL/YouTube
Coca-Cola's venture into AI-generated content became a telling sign as brands continue to look to technology for their future projects.
However, this incident also reminds everyone that the human element, particularly in creative endeavours, is not easily replicated or replaced by algorithms.
.png){kind=icon}
