Santa, Stop the Truck: Coca-Cola’s AI Misstep with a Holiday Classic

While artificial intelligence (AI) continues to progress and develop, companies of all sizes looking to save a buck or two are increasingly using it to create campaigns, writing, and even commercials now. If you haven't heard already, Coca-Cola released an AI-generated reimagining of their 1995 classic "Holidays are Coming." Let's take a hit of nostalgia together and watch the original.

Next up, let's dive into the magic (or lack thereof) that Coke is trying to pull off with their AI-generated remake.

Is Nostalgia in the Room with Us?

The original Holidays are Coming is a masterpiece, nothing short of iconic. Since its release in 1995, that convoy of signature red trucks draped with string lights winding its way through snow covered streets has been so much more than just an ad. It's one of the hallmarks of the beginning of the holiday season. I think The Godfather captured my sentiments best:

"Look how they massacred my boy."

In the remake, that essence of magic is lost in translation. Forget the warmth of the holiday season, it's nowhere to be found here. Instead, Coca-Cola serves up a cold, calculated attempt at recreating nostalgia without seeming to understand what made the original so damn good in the first place. Everything is rendered with a cartoonish-looking, unnatural feel. This is very typical of AI video and imagery, making it very easy to spot. Even when animals or people are on screen, there's a lifeless, soulless quality to it all. It's a big reason why most of the shots are 2 seconds or less.

If the idea was to capture nostalgia, why make a new commercial at all? Nostalgia goes beyond bringing back (or recreating) old visuals. It's about remembering the emotions attached to those visuals and a time that we all wish we could get back to. For many of us, the 1995 original wasn't just a showcase of trucks driving through snow - it captured the excitement of the holiday, the comfort of tradition, and the magic we felt knowing the holidays were near. It lets us remember what it was to be a kid this time of year. AI just can't capture that.

The heart of the ad is missing. Human touch is MIA. And that's the issue; AI doesn't have the understanding, or ability, to capture the essence of feelings that were built over decades of viewing. Its lack of soul makes it impossible to truly connect with - and that's the difference between a generic ad and one that sticks with you from childhood.

It also doesn't help that every "living" thing in the ad has eyes completely devoid of life or any semblance of thought behind them. Dead eyes, just like Michael Myers (the masked horror icon, not Austin Powers). If the goal was to spread holiday cheer, Coca-Cola missed the mark by miles.

Naughty or Nice? The Ethics of AI in Advertising

Of course, you know I have to take a step back and discuss a larger issue: the ethics of using AI in creative work. There is no question that AI does have a place in the creative world, but as a tool. When using the correct prompts, the output that artificial intelligence generates can be a great jumping off point for brainstorming writing, design, planning, and so much more. But when it starts taking over the entire creative process, we have to consider if this is future we want for ourselves.

The onslaught of AI content we see daily is overflowing in so many spaces that true artists are getting pushed out. The core of creativity is the human element - emotion, intuition, personal touch, and connection. By removing people from the equation of our creativity we risk losing the very thing that makes art so meaningful. When we lose the true purpose behind art, connection, we move closer to a world of isolation and less understanding of those around us.

Unwrapping Tomorrow: The Future of AI and Creativity

Take heed, this isn't just a misstep for Coca-Cola; it's a lesson for all brands and small business considering the use of AI as a replacement for true creativity. We've covered that it can absolutely be a tool in assisting with the work, but it can't be the creator. There are absolutely people that may consider this progress, but the backlash Coca-Cola is facing should serve as a reminder that not all progress is worth pursuing - especially when it means abandoning what already works.

We know that the boundaries and abilities of technology will continue to be pushed, but look at this campaign as a valuable lesson: AI is a tool to enhance your message, but don't let it take over the creative process. People connect with brands (and one another) because of their stories, and stories need humans to tell them.

Any other brand considering a similar AI project should strongly considering hitting pause and remember the human side of advertising and creativity. It's important to create things that will make people feel something, not leave them wondering what happened to the magic.