Coca-Cola has been hit with a major backlash after unveiling its 2024 Christmas advert.
The ‘Holidays are Coming’ advert is a beloved Christmas staple many look forward to, but this year it’s undergone a major shift that has sparked significant controversy.
Since its debut in 1995, the ad has showcased Santa Claus and a Coca-Cola delivery truck adorned with sparkling lights, set against a snowy, festive backdrop.
Although updates have been made over the years, the core messaging has always stayed the same.
Yet now it’s undergone a dramatic twist, resulting in viewers calling it ‘creepy’ and ‘soulless.’
One viewer fumes: “I feel like I’m watching the death of art and our planet unfold in front of my eyes and no one in real life seems to care.”
Another adds: “Coca-Cola just released its more soulless advert ever.”
“All the wholesome and cozy vibes their Christmas commercials used to have have gone,” weighs in a third.
Somebody else asks: “What happened to don’t what ain’t broken?”
So, how was this year’s controversial Coca-Cola ad made?
The company partnered with three AI studios to create the 16-second commercial – Secret Level, Silverside AI, and Wild Card.
Using generative AI technology, the studios developed imagery based on their interpretations of the brief.
Coca-Cola has defended its approach, citing efficiency and cost savings.
The company’s Chief Marketing Officer for Europe, Javier Meza, told Marketing Week: “We didn’t start by saying, ‘OK, we need to do this with AI.’ The brief was we want to bring ‘Holidays Are Coming’ into the present, and then we explored AI as a solution to that.”
A Coca-Cola spokesperson described the project as an ‘exciting venture into AI-generated storytelling,’ adding it shows the brand’s commitment to innovation while staying true to its values of ‘spreading happiness and creating real magic.’
Meanwhile, other brands such as U.K. department store John Lewis, appear to have struck a chord with their audience.
John Lewis’ campaign features a heartfelt story of a woman traveling through her memories to find the perfect gift for her sister, a concept praised for its emotional resonance and the use of real actors.
One viewer called it ‘a beautifully filmed, nostalgic Christmas message,’ while another commended it as ‘how you do a true Christmas ad.’
For many, Coca-Cola’s reliance on AI may have compromised the emotional connection that has made its holiday adverts iconic.
Whether this gamble on innovation pays off remains to be seen.
Watch the controversial advert below…
