Coca-Colas iconic 'Holidays Are Coming' ad is now a soulless and creepy dystopian nightmare made by AI

Date:
Fri, 15 Nov 2024 12:01:24 +0000

Description:
Coca-Cola has recreated its iconic 1995 UK ad with AI for this year's holiday season.

FULL STORY ======================================================================Coca-Col a's UK TV ad campaign for the 2024 holiday season has launched The iconic 'Holidays Are Coming' ad has been recreated using AI Coca-Cola CMO Javiet
Mexa says, "we want to bring Holidays Are Coming into the present."

Holidays are coming but this time Coca-Cola has opted to strip the soul out
of its iconic 1995 UK TV ad and use generative AI to recreate it.

The 16-second ad, which is set to run in the UK instead of the beloved original, has been entirely created using AI without any human input. The ad shows the famous Coca-Cola truck driving through a snow-covered landscape and arriving in a town, and Santas hand passing out bottles of the fizzy drink to happy people excited at the thought of the taste of Coca-Cola Zero Sugar.

Coca-Colas European CMO Javier Meza told Marketing Week , We didnt 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.

Interestingly, and unlike the original ad, Coca-Colas new AI version omits Santas face entirely. Whether this was intentional, or because AIs recreation of Santa Claus was deemed too eerie, were not quite sure.

Meza added that Coca-Cola tested the AI-generated ad with consumers prior to release, and said they "loved" it, leading the multi-billion dollar company
to push on with the idea. Festive spirit generated by AI

The advert was generated using Coca-Colas own Real Magic AI, which was launched last year in collaboration with Bain & Company and OpenAI. The AI model combines the capabilities of OpenAI 's GPT-4 and Dall-E , and learns from Coca-Colas creative assets created over the brands 138-year history.

The 'Create Real Magic' campaign from last year invited digital artists to
use the AI model to create digital billboards for the brand, with the winners appearing in New Yorks Times Square and Londons Piccadilly Circus. At the time, I dont think anyone expected Coca-Cola to use the same technology for a TV ad, but then a lot has changed since March 2023, and now Coca-Cola wants
to show that its evolving with the times.

AI can be incredibly useful and often magical, but many people myself included will feel that some things, like Coca-Colas cozy and magical
holiday ad, should remain untouched by technology. you might also like I've seen the new AI dog collar that lets you talk to your dog Best Super Bowl commercials including Coca-Cola You can finally use Gemini Live on iPhone



======================================================================
Link to news story: https://www.techradar.com/computing/artificial-intelligence/coca-colas-iconic- holidays-are-coming-ad-is-now-a-soulless-and-creepy-dystopian-nightmare-made-b y-ai


--- Mystic BBS v1.12 A47 (Linux/64)
* Origin: tqwNet Technology News (1337:1/100)