It has no heart, no magic, no hint of imagination or creativity.
The soft drink manufacturer’s Christmas advertisements look back on a decades-old tradition, sometimes involving Santa Claus, sometimes polar bears sipping Coca-Cola, and sometimes using some other method to capture the mood of the holiday. And they do so with an exceptionally good success rate. However, this year, the company that owns one of the world’s most well-known brands made a mistake.
For now, it is not clear whether because he wanted to save money or because he wanted to appear trendy, he entrusted the creation of the current advertising spot to artificial intelligence, and the result is, to put it mildly, disappointing. It does include the typical cola trucks, and AI didn’t forget to cram in polar bears, dogs, reindeer and Christmas tree decorations.
The NBC News report according to him, the large work wanted to pay tribute to the company’s iconic 1995 advertisement called Holidays Are Coming, which really had a similar visual world (well, less artificial, of course), but featured real trucks and real actors.
Forbes understands that three AI studios, Secret Level, Silverside AI, and Wild Card, worked on the ad using different generative models. Chris Barber, a developer at one company, Silverside AI, said on X that each studio created their own version, and what was released to the public did not reflect their work.
In any case, neither the audience nor the art profession received the spot they had just seen well, Alex Hirsh, the creator of the animated series The City of Mysteries, noted that the color of Coca-Cola is red because it is made from the blood of unemployed artists.
The company’s spokesperson defended the ad, citing that they are constantly experimenting and looking for new ways to connect with consumers. And this year, their films were made together with the power of human storytellers and generative AI. He also stated that they will always remain committed to ensuring that the best quality works are born from the intersection of human creativity and technology. Which, according to the current situation, are:
Source: www.pcwplus.hu
