Holidays Are Coming: Coca-Cola’s AI-Infused Christmas Ad Explained

Coca-Cola's 2024 Christmas advert has sparked a range of reactions, with some fans voicing disappointment over the company's use of generative AI in creating the campaign. The 15-second ad offers a modern twist on the iconic "Holidays Are Coming" campaign but has notably omitted Santa Claus, a beloved character central to past versions.

This marks Coca-Cola's first foray into AI for a holiday TV commercial, indicating a move towards digital innovation.

The original “Holidays Are Coming” advert debuted in 1995 and quickly became a hallmark of the festive season. Featuring real 40ft trucks adorned with 30,000 light bulbs and accompanied by the catchy soundtrack, the ad was a celebration of Christmas spirit and tradition.

This year's ad retains familiar elements like the Coca-Cola trucks and nostalgic music but offers a more minimalist narrative

• A fleet of trucks winds through a snowy village.

• A man receives a glass bottle of Coke Zero from a figure—presumably Santa Claus—glimpsed only by a white cuff and red sleeve.

• Villagers in woolly hats celebrate in the streets, sipping Coke Zero as the iconic soundtrack plays.

While nodding to tradition, Santa's reduced presence leaves fans yearning for his familiar, jolly appearance.

Reactions of Viewers when Nostalgia meets AI

Despite its visual appeal and nods to tradition, the ad has sparked mixed reactions from viewers. These reactions highlight a deeper unease with AI's growing role in creative spaces, reflecting fears about authenticity and tradition.

• Nostalgic Fans: One fan tweeted, It's not Christmas without the Coca-Cola train! while others expressed disappointment over Santa's limited appearance.

• AI Concerns: Some viewers criticized the use of generative AI, describing it as "unsettling" and questioning the advert's artificial look.

• Cultural Shift: Others voiced concern about the broader implications of AI in advertising, with one commenter remarking, If the Christmas Coca-Cola advert is made with AI, it's a sign of how much our world is changing.

Coca-Cola’s Response to the Backlash

Javier Meza, Coca-Cola's EU chief marketing officer, defended the use of AI, emphasizing the brand's intent to modernize while honoring tradition.

"We didn't plan to use AI from the start," Meza told Marketing Week. "We wanted to update our 'Holidays Are Coming' campaign. AI just happened to be a good way to do it."

A Coca-Cola spokesperson echoed this sentiment, stating, "Coca-Cola's venture into AI-generated storytelling shows our commitment to innovation. We're leveraging partnerships with top creative and technology experts while staying true to our core values: spreading happiness and creating real magic."

Why the Backlash Against AI for the Ad?

People are upset about Coca-Cola's new Christmas ad that uses AI. Here's why

1. The ad looks good and keeps some familiar things like the Coca-Cola trucks and the "Holidays Are Coming" music. But many people don't like how it was made.

2. There's a split in how people feel about using AI for creative work. Some think it's cool and modern, while others worry it's not as genuine or traditional.

3. This debate is part of a bigger conversation about AI in creative fields. People are concerned about how AI might change the way we make art and ads.

Here are some reasons why people are worried:

• Nostalgia Runs Deep - For many, the Coca-Cola Christmas ad is a beloved holiday tradition. Santa's reduced presence breaks from the familiar comfort of past ads, disappointing viewers who cherish these memories.

• Skepticism Toward AI - Generative AI is still relatively new, and public trust in its capabilities remains low, particularly in creative fields where authenticity is key

• Fear of Losing Tradition - The move to modernize the ad using AI may feel, to some, like an abandonment of the values and craftsmanship associated with the original. Coca-Cola’s decision to leverage AI might be seen as prioritizing efficiency over the personal touch that fans associate with holiday cheer.

• Resistance to Change - Change is always polarizing, especially when it affects something as iconic as the Coca-Cola Christmas advert

• A Broader Conversation About AI - This ad represents a microcosm of larger concerns about AI’s role in society. As AI increasingly enters creative spaces, people fear a loss of human involvement in storytelling, art, and cultural traditions

As AI technology continues to evolve, it’s important to recognize that generative AI is still in its early stages. Tools like this commercial demonstrate both the potential and the current limitations of AI in creative fields, but there’s no “magic button”; human creativity is still the driving force behind the use of AI.