Coca-Cola tried something bold for the 2024 holiday season. They really did. They took one of the most iconic, soul-warming pieces of advertising history—the 1995 "Holidays are Coming" truck convoy—and handed the keys to generative artificial intelligence. It didn't go exactly how the marketing suits probably planned in the boardroom. Instead of a warm fuzzy feeling, a lot of people felt a bit of the "uncanny valley" creepiness.
The internet noticed immediately.
You've probably seen the clip by now. It’s got the bells, the red trucks, the snowy woods, and that classic jingle. But something was off. The wheels on the trucks didn't quite touch the ground in a way that obeyed physics. The squirrels looked a little too smooth. The human hands holding the Coke bottles? Let’s just say they didn’t look quite right. It was a massive pivot for a brand that has spent a century leaning into "Real Magic."
What Really Happened with the Coca-Cola AI Commercial
The project wasn't just a quick filter. Coke partnered with three AI studios—Secret Level, Silverside AI, and Wild Card—to build the spots using a mix of tools like Leonardo, Luma, and Runway. They also used Kling, which is one of the newer video generation models that’s been making waves for its realism.
Technically, it was an achievement. Usually, a high-end commercial takes months of location scouting, casting, and physical production. This was done in a fraction of the time. Javier Meza, the CMO at Coca-Cola Europe, basically said the brand wanted to adapt to the "current times" by being efficient. But efficiency isn't always the same thing as artistry.
People were mad. Like, really mad.
Most of the hate came from the creative community. For years, illustrators and directors have feared that AI would come for their jobs, and here was the biggest beverage company on Earth replacing real actors and real snow with pixels generated by an algorithm. It felt cold to a lot of people. It felt like the "Real Magic" was being replaced by "Statistical Probability."
Why the Tech Matters (and Why It Failed the Vibe Check)
When you watch a traditional commercial, your brain picks up on tiny imperfections that signal life. The way a shadow moves. The slight shudder of a truck engine. In the Coca-Cola AI commercial, those things were synthesized.
The Physics Problem
Generative AI doesn't "know" what a truck is. It just knows what a billion pictures of trucks look like. Because of that, the motion in the ad feels floaty. In one shot, the truck's wheels aren't actually rotating at the same speed the vehicle is moving. It’s a small detail, but your brain flags it as "fake."
The Human Element
Coke eventually addressed the "human" aspect by saying they still used real humans in the process. They argued that AI was just a tool, like a paintbrush. But when you look at the 1995 original, you see real people in the cold. You see real mechanics. You see the sweat and the breath in the air. The 2024 AI version felt like a sterilized, vacuum-sealed memory of a commercial rather than a new one.
It’s interesting to note that they didn't go all in on AI for every market. In some regions, they still ran traditional ads. This felt more like a massive, global A/B test. Can we save millions of dollars on production without losing our soul? The jury is still out, but the Twitter (X) comments were pretty brutal.
Realism vs. Cost-Cutting in 2026 Marketing
Honestly, Coke isn't the only one doing this. We're seeing a massive shift in how big-budget media is produced. But Coke is a "heritage brand." People expect them to be the keepers of tradition. When a tech company uses AI, nobody cares. When the company that literally helped define the modern image of Santa Claus uses it? It feels like a betrayal of the brand's DNA.
Silverside AI, one of the partners on the project, noted that the speed was the main "pro." They could iterate on shots in minutes. In a traditional shoot, if you want a different angle of the truck coming around the corner, that’s another four hours of setup. With AI, it’s a new prompt.
But is speed worth the "soulless" label?
Breaking Down the "Uncanny" Details
If you look closely at the 15-second spots, you’ll see where the AI struggled:
- Reflections: The red paint on the trucks is too shiny. It reflects a world that doesn't seem to exist.
- Weight: The trucks don't seem to have any mass. They don't compress the snow as they drive over it.
- The Animals: There’s a polar bear and a squirrel. They look like high-end video game assets from five years ago, not living creatures.
Coke’s team defended the move by saying they are "combining human heritage with the power of technology." It’s a classic PR line. But it ignores the fact that a huge part of Coke's value is its connection to "the real." Their slogan for years was literally "The Real Thing." Using "The Generated Thing" is a weird pivot.
What This Means for the Future of TV Ads
This commercial is a lighthouse. It’s showing us where the industry is going, even if the first few steps are shaky. We are entering an era where ads will be hyper-personalized. Imagine a Coca-Cola AI commercial that knows you live in London and shows the trucks driving past Big Ben, while my version shows them driving through the streets of Tokyo.
That’s the goal. Total localization at zero cost.
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But we aren't there yet. Right now, we’re in the "awkward teenager" phase of AI video. It’s impressive that it exists at all, but it’s not quite ready for the main stage without some serious human "over-painting" to fix the weirdness.
How Brands Can Avoid the "Coke Mistake"
If you're a business owner or a marketer looking at this, there are a few huge takeaways. Don't just jump into the deep end because it's cheaper.
- Transparency is Key: If you’re using AI, don't try to hide it. Coke didn't exactly hide it, but they didn't lead with it either. People felt like they were being tricked into feeling a fake emotion.
- Focus on "Augmentation" Not "Replacement": Use AI for the backgrounds or the sky, but keep the core of the ad—the humans and the product—real.
- The "Vibe" Test: If it looks cool but feels "off," don't ship it. A brand’s reputation takes decades to build and one "creepy" squirrel to meme into oblivion.
The Coca-Cola AI commercial will likely be remembered as a turning point. Not because it was a "good" ad, but because it was the moment one of the world's most conservative brands decided to gamble on the future. Whether that gamble pays off in the long run depends on how much the average consumer actually cares about "real" snow versus "calculated" snow.
Actionable Steps for Navigating AI Content
If you are following the development of generative media, here is what you should do next to stay ahead of the curve.
First, experiment with hybrid workflows. Don't try to generate a full 30-second spot with one prompt. Use tools like Runway Gen-3 or Luma Dream Machine to create specific B-roll elements, then layer them into traditionally filmed footage. This maintains the "human" weight while lowering costs.
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Second, prioritize "Emotional QC" (Quality Control). Before releasing any AI-generated content, run it by a small focus group specifically to check for the "uncanny valley" effect. Ask them: "Does this feel like a memory or a nightmare?" If they say nightmare, go back to the drawing board.
Finally, lean into the "Human Made" label. As AI becomes the default for cheap, fast content, the value of "Handcrafted" or "Shot on Film" will skyrocket. If you are a premium brand, your best move might actually be to go the opposite direction of Coke. Double down on the physical. The more digital the world becomes, the more people will pay for the real thing.