If you’re in the filmmaking or advertising industry, your social feed has probably been on fire over these three ads (you read that right. Not one... but three!):
Yes, Coca-Cola “remade” their iconic 1995 Christmas commercial—you know, the one with the red trucks and Santa—using generative AI. And it’s all everyone is talking about!
According to LLLLITL, three AI studios collaborated on the ads, using most video generator tools we know of: Leonardo, Luma, Runway, Minimax, Kling and even Sora.
Ad 1: "Unexpected Santa" - Studio: Wild Card
Ad 2: "Secret Santa" - Studio: Secret Level
Ad 3: "Silver Santa" - Studio: Silverside AI
Now, Coca-Cola is a brand that is known for its innovative and strong marketing strategies (spending an average of $4 billion annually on campaigns), but this time? Not everyone seems to be impressed.
THE BACKLASH
The response online has been harsh (or at least based on what my algorithm shows). Many say the ad feels off-putting and uninspired. It lacks the warmth and magic of the original, but does include some eerie visuals.
It seems Coca-Cola’s attempt to inject "real" magic into their campaign has, ironically, stripped away all the real, instead highlighting the current limitations of generative AI.
“These new AI-generated ads highlight the weaknesses and hard limitations of the current wave of video-generation models […] In short, it’s footage that isn’t too challenging for generative AI to produce”, Forbes.
SURPRISE: PEOPLE ACTUALLY LIKE IT
Despite the backlash, System1—a platform that tests ad performance by comparing it to a massive bank of existing data to gauge emotional resonance—tells a very different story. According to Andrew Tindall, SVP at System1, regular audiences (non-marketers and everyday consumers) actually loved the ad. In fact, it outperformed previous campaigns in its “potential to convert in-market demands.”
“I was wrong. This ad, which gave me a visceral reaction, just secured effectiveness gold”, Tindall on his opinion column.
Interestingly, the ad’s success wasn’t tied to the fact that it was made with AI. Viewers weren’t even informed about how it was produced. Instead, the key takeaway is that Coca-Cola’s consistent holiday branding—the red trucks, Santa and nostalgia—continues to resonate. The method of creation didn’t matter; the emotional impact did.
This raises an important question: Do audiences care about how something is made or just how it makes them feel? Familiarity breeds comfort and Coca-Cola has perfected the art of creating happy memories.
“Consistent brands refresh the same memory structures again and again. It’s much easier to do this than to create a new memory”, Tindall explains.
However, as he also points out, few brands can achieve this. Coca-Cola’s campaign has been building associations for 30 years. That enduring memory structure did the heavy lifting—not the idea and certainly not the AI.
FRUSTRATING REALITY FOR (SOME) CREATIVES
For industry creatives, though, these Coca Cola AI ads are kind of frustrating—not just because of what they represents (it's cheaper and faster!), but also because the brand has already demonstrated how to use it creatively. Their earlier Masterpiece ad was a great example of how to use the tool in a fun and innovative way.
This year’s one, by contrast, feels like generic content churn. It recalls other AI experiments, like the Toys“R”Us ad, which was touted for its speed and efficiency but lacked any memorable charm.
So, yes. AI is quickly becoming a dream tool for business executives. As marketing professor Marcus Collins explained in an interview with Today:
“It’s a push for marketing efficiency. How do we create more with less? It’s just business 101”
And from a business perspective, Coca-Cola’s ad is a success. It generated buzz, cost less to produce and allowed for rapid regional customizations, with over 45 versions for the campaign. On their YouTube (as of today), these AI ads have up to 150K+ views each, compared to just 12K+ for a live-action counterpart. So, unfortunately for us, math is not mathing. AI seems to be winning this round.
AI IS NOT A MAGIC TRICK
Now, we’ve said it before, and we’ll say it again: creating something with AI isn’t easy either. It requires countless iterations and collaboration with various types of creatives. It’s far from magic or the result of a “one-click” process.
For instance, Secret Level revealed that they had to "generate over 18,000 images for 34 shots, totaling 85 minutes of content, created in under three weeks". To add a human touch, they even "cast real people as the likeness of their characters".
Similarly, Silverside shared their own insights into the ad’s development. According to their website:
“Originally, a project of this scale would have taken over 12 months, but with AI, our team brought it to life in just two months. Rendering 10,000 frames, creating 5,000 video segments, and involving over 40 creatives worldwide—including a live choir—this project pushed the limits of AI while highlighting the irreplaceable human touch”.
Yet, despite all that effort... this ad? Still feels weird.
THE FUTURE OF ADS... SORRY, CONTENT
Ads are already everywhere, invading nearly every corner of our personal lives. Whether you’re reading an article, watching a video or scrolling through photos of friends, ads just pop up! So, shouldn’t we at least try to make them worth people’s time?
This campaign, along with trends like AI influencers, proves that AI-generated ads are booming. Like it or not, they’re already reshaping the marketing landscape. They are faster and cheaper to produce—exactly what brands need to feed algorithms and stay “top-of-mind” with consumers. It’s clear we’re only going to see more of this type of “filler” content (and not just in advertisement!).
So, it’s not really about the tool used to create the ad—it’s about the constant need to generate a steady flow of content to keep up with demand. And in doing so, are we sacrificing creativity for convenience?
Anyway, we’ll leave you with Coca-Cola’s new AI Santa and wish you a Merry Christmas!
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