This AI Coke Ad Is a Nightmare

Introduction

Recently, Coca-Cola released a Christmas commercial generated by artificial intelligence, sparking profound disgust among viewers, and for good reason. While we may have grown accustomed to the increasing presence of AI in various forms of media, seeing it utilized in a beloved holiday ad feels unsettling, to say the least.

The controversy surrounding the ad began with the very first shot featuring an individual opening a bottle of Coke. The human hand in question looks anything but human—a thumb so lifeless that it raises immediate questions about the integrity of the visuals. We see a cone-shaped thumb awkwardly positioned next to a bottle, and it’s impossible not to feel a sense of unease watching such an inanimate representation of a human gesture.

Using generative AI for tasks like storyboarding might save time and money, but Coca-Cola's ad—created by 17 artists who generated an impressive 18,000 images for 34 shots in just three weeks—presents an alarming trade-off. They are essentially heralding the reduction of creative endeavors, sidelining talented humans in favor of algorithms.

To grasp the ad's shortcomings, consider the 1995 Coca-Cola Christmas commercial, which featured a convoy of Coke trucks bringing joy to a sleepy town. This earlier version, with its warmth and charm, left a lasting impression. When viewers witnessed the twinkling Christmas lights and the genuine smiles of characters, it evoked authentic nostalgia. In contrast, the modern AI-generated version lacks this magic, offering instead a series of eerie and unconvincing images.

Take the polar bears, for example, once adorable mascots for Coca-Cola, now look strangely hollowed out through AI's depiction. These creations strip away the personality that animated them in the past, making their return feel bland. The ad even features trucks gliding across a snowy landscape, devoid of any reasonable physics—no spinning wheels and slides that lead to awkward visuals that rob the scene of its festive feeling.

The blunt formatting of the ad’s shots is another glaring issue, with each clip lasting only two to three seconds. This technique conceals the numerous mistakes glaringly evident once one dares to look closely. From poorly realized stars in the background to misplaced lighting, the ad is riddled with errors that detract from its intended appeal.

Yet, the most disturbing aspect might be the portrayal of the humans within this world. The characters resemble uncanny, zombie-like recreations of lively individuals. Their smiles are unsettling, their eyes hollow; they seem to exist merely as a digital illusion of joy without substance. The haphazard rendering of Santa Claus himself adds to the discomfort—his depiction is so unnatural that it evokes a sense of horror rather than comfort.

Coca-Cola touts that they used real actors’ likenesses in conjunction with AI technology, which raises an essential question: why not just hire real people for the roles? The underlying message is palpably misaligned with the core values of Christmas—the celebration of love, joy, and togetherness, which AI cannot genuinely replicate.

Ultimately, the decision to use AI for this iconic brand's Christmas message has left a soulless impression and raised ethical considerations about authenticity. The commercial may have generated buzz, but viewers will likely remember it not for its festive charm but rather for its uncanny and sterile representation of what should be a joyful season. After all, while controversial ads may grab short-term attention, they risk tarnishing the emotional connection that customers have with a brand for years to come.

Keywords

AI, Coca-Cola, Christmas commercial, generative AI, brand nostalgia, uncanny visuals, emotional connection, creative integrity.

FAQ

Q1: Why is the AI Coke ad considered unsettling?
A1: The AI-generated visuals lack the warmth and charm associated with traditional Christmas commercials, featuring lifeless characters and awkward representations.

Q2: How does the modern Coca-Cola ad compare to its 1995 counterpart?
A2: The 1995 ad was filled with genuine emotion and nostalgia, while the modern version feels soulless and fails to evoke the same sense of magic.

Q3: What are the main criticisms of using AI in advertising?
A3: Critics argue that AI-generated content lacks authenticity, undermines human creative efforts, and can lead to unsettling visuals, as seen in the Coca-Cola ad.

Q4: Is there an emotional disconnect in the AI Coke ad?
A4: Yes, the ad’s portrayal of characters feels unnaturally robotic, failing to convey genuine human emotions that resonate with viewers during the holiday season.