Coca-Cola’s attempt to sprinkle AI magic on its iconic holiday advertising has left consumers and critics feeling more frost than festive cheer. The brand’s new AI-generated holiday ads—a modern twist on the beloved “Holidays Are Coming” campaign—have sparked controversy, with many questioning whether the technology has stripped the spirit out of Christmas.
Here’s what went wrong, how the campaign measures up to its predecessors, and what brands can learn from the backlash.
The AI Ads: A Closer Look
Coca-Cola enlisted three different agencies to reimagine its classic holiday campaign using generative AI:
– “Secret Santa” by Secret Level
– “Holidays Are Coming” by Silverside
– “Unexpected Santa” by Wildcard
While visually appealing, these AI versions have drawn sharp criticism for being “soulless,” “dystopian,” and lacking the emotional warmth that defines holiday advertising.
Emotional Impact: Where AI Fell Short
Testing conducted by ad effectiveness platform DAIVID revealed stark differences between the AI ads and Coca-Cola’s 2020 classic holiday ad:
1. Attention: The AI ads grabbed above-average attention in the first few seconds. However, they relied on shots of snowy landscapes, which didn’t resonate as deeply as the people-centric visuals of the 2020 version.
2. Emotional Warmth: The 2020 ad elicited nearly double the warmth of the AI versions, which all scored below the industry norm. The classic ad connected on a deeply human level, while the AI ads struggled to replicate this authenticity.
3. Brand Recall: Although the AI ads performed well in brand recall—thanks to Coca-Cola’s prominent presence in the visuals—they still lagged behind the original. Familiarity with the iconic “Holidays Are Coming” jingle gave the classic ad an edge.
Why AI Couldn’t Match Human Creativity
The AI-generated ads faced what experts call the “uncanny valley” effect—viewers subconsciously sense something is off, even when the visuals seem polished. According to Ian Forrester of DAIVID, this synthetic quality detracts from the emotional connection viewers expect during the holidays.
Barney Worfolk-Smith, Chief Growth Officer at DAIVID, suggests that AI struggles to evoke nostalgia and human emotion, which are critical for holiday advertising. The original campaign thrived because it seamlessly blended Coca-Cola’s branding with relatable themes of anticipation and holiday cheer.
Lessons for Brands: Balancing AI and Human Creativity
Coca-Cola’s misstep highlights the challenges of integrating AI into emotionally charged campaigns:
1. Start Small: Brands should experiment with AI cautiously, using it to complement human creativity rather than replace it.
2. Focus on Emotions: The success of holiday ads depends on their ability to evoke warmth, nostalgia, and joy—qualities that require a human touch.
3. Avoid Over-Automation: While AI offers efficiency, brands must prioritize storytelling and authenticity to resonate with audiences.
As Worfolk-Smith explains, “AI can open new creative avenues, but it works best when guided by human insight and artistic vision.”
What’s Next for Coca-Cola?
Despite the criticism, Coca-Cola’s foray into AI advertising serves as a valuable experiment in understanding the technology’s limitations. While the AI versions missed the mark, they sparked important conversations about the future of AI in marketing.
For now, the lesson is clear: when it comes to holiday advertising, the heart of the campaign still needs a human pulse. As brands navigate the growing influence of AI, they must remember that authenticity and emotional connection are non-negotiable, especially during the most sentimental season of the year.
