Overview
- Coca-Cola released a new AI “Holidays Are Coming” spot featuring only animals and a closing Santa image generated from the company’s Haddon Sundblom archives.
- Secret Level led production with additional work from Silverside, with Coca-Cola saying roughly 100 people contributed overall.
- Five AI specialists prompted and refined more than 70,000 clips in about 30 days, and the chief marketing officer told the Wall Street Journal the process was cheaper and faster than traditional shoots.
- Online reaction skewed negative over visuals and ethics, while Coca-Cola describes AI as a human enabler and its partners argue the craft has improved over last year.
- A making-of video emphasized work “beyond simple prompting,” and the company also prepared a separate AI version with Silverside and a traditionally shot cut for select Latin markets.