Overview
- Coca-Cola rolled out a generative-AI holiday campaign for 2025 that is slated to air in about 140 countries, according to industry reporting.
- The spot was produced by Secret Level, a studio that describes itself as powered by AI, which shared behind-the-scenes footage of its workflow.
- Online viewers flagged AI-specific continuity errors, including Coca-Cola trucks changing shape and gaining or losing wheels between shots.
- Secret Level and credited artist Christopher Fryant said the project required significant craft and said criticism comes with the territory.
- Pratik Thakar signaled the brand will keep using AI despite detractors, and separate coverage links the rollout to July plans to close five U.S. sites as part of a move toward automation affecting roughly 900 jobs.