Overview
- The new commercial swaps human characters for anthropomorphic animals and closes with a Santa image derived from Coca-Cola’s archival artwork.
- Secret Level and Silverside produced the AI spots using large language models to generate and iterate the visuals.
- A core team of five AI specialists sifted and refined more than 70,000 clips in about 30 days, with roughly 100 people contributing across the project.
- Executives say the approach shortens timelines to about a month versus a year for conventional shoots and delivers what they describe as better craftsmanship.
- The campaign has drawn sharp criticism over aesthetics and creative-labor impacts, and Coca-Cola also commissioned a traditionally shot version for some Latin markets.