Overview
- The latest spot reprises the truck caravan with an all-animal cast and a finale Santa generated from archival Haddon Sundblom paintings, produced by Secret Level and Silverside.
- Coca-Cola reports five AI specialists screened more than 70,000 clips in roughly 30 days, with about 100 people involved across the company, WPP, and partner studios.
- Chief marketing officer Manolo Arroyo says comparable holiday productions previously took about a year but this campaign was completed in around a month.
- Global AI lead Pratik Thakar contends the craftsmanship is “ten times better,” citing use of large language and image models in a workflow described as going beyond simple prompting.
- Early reaction online is largely negative, with critics calling the visuals inconsistent and uncanny, even as the company also created a traditionally shot version for select Latin markets.