Coca-Cola faces backlash for ‘ugly’ AI-generated Christmas spot

Coca-Cola's AI-generated Christmas advert, a reimagining of its iconic 'Holidays are Coming' campaign, has sparked controversy. The 15-second spot, featuring AI-rendered cherry red trucks delivering Coca-Cola to a snowy town (that omits Santa), has been met with widespread criticism on social media.

Some have labelled it a "creepy dystopian nightmare," "garbage, "ugly," and "lazy." Others have called it "soulless" and "uncanny". "They appear to have eliminated Santa from the adverts," said one person on X. Another chimed in: "The new Coke Christmas advert being made entirely by AI isn’t very Christmassy." A third added: "And it looks utter s*** not even like… good AI?? Surely, it’s a hoax or a prank, or they’re tryna prove something. If not, I am outraged!"

@localangrywoman #fyp #foryou ♬ down by the river - nick_8o5

The video has a disclaimer in small print, “created by Real Magic AI,” referencing Coca-Cola’s AI software. However, it represents a bold step into the future of advertising, with many consumers saying it fails to capture the holiday spirit and instead provokes negative reactions. 

@optionalrules Coca-Cola uses an AI to create their Christmas commercials for 2024 #cocacola #christmas #ai ♬ original sound - OptionalRules

Coca-Cola has historically used the ad to mark the beginning of its festive calendar. Last year, the company recreated the classic ad in a 30-second version as well as a second ad, “The world needs more Santas”, which aired a week later.

Research conducted in 2023 by Coca-Cola highlighted the strong emotional connection consumers have with the original "Holidays are Coming" ad, with 29% of respondents experiencing nostalgia.

Behavioural psychologist Jo Hemmings said viewers’ relationship with the ad “gets stronger over time” and that familiarity is “something that bridges the gap between past and present”, which allows consumers to feel a sense of childhood nostalgia. The ad sparked a sense of nostalgia in 29% of respondents.

This year’s AI “reinterpretation” is said to have been made with a “collaboration of human creativity” and “advanced technology”. 

The original ad was created by WB Doner.

The ads coincide with Coca-Cola commencing its Christmas Truck Tour, which is raising money for the food charity FareShare. Coca-Cola aims to donate the equivalent of up to one million meals via FareShare this festive season.

Florence Wheatley, brand manager at The Coca-Cola Company, said: “Coca-Cola has and remains synonymous with Christmas, with many people eagerly awaiting the Coca-Cola Christmas Truck Tour and ‘Holidays are coming’ advert to create a little festive magic.”

Editor's Note: The review was originally written by Lucy Shelley and published on Campaign Live. Campaign Asia-Pacific has updated it to capture the negative reaction to Coca-Cola's new AI-generated Christmas advertisement.