Coca-Cola has unveiled a fully AI-generated version of its iconic festive advertisement, ‘Holidays Are Coming’, which will be broadcast on UK television screens this holiday season. This marks a significant shift for the brand, as it seeks to modernise a beloved classic that has been a staple since 1995.
Key Takeaways
Coca-Cola's new ad is fully generated by AI, replacing the original for the first time.
The updated version features a more diverse cast and promotes Coca-Cola Zero Sugar.
The brand aims to resonate with contemporary audiences while maintaining the essence of the original.
A Modern Twist on a Classic
The original ‘Holidays Are Coming’ advertisement has been a hallmark of the festive season since its debut nearly three decades ago. Coca-Cola's decision to create an AI-generated version stems from a desire to bring the ad into the present day, according to European CMO Javier Meza.
The new 16-second ad retains the familiar elements of the original, including the iconic soundtrack and imagery of Coca-Cola trucks traversing wintery roads. However, it introduces modern elements, such as a diverse cast and the promotion of Coca-Cola Zero Sugar, reflecting changing consumer preferences.
The Role of AI in Advertising
Coca-Cola's exploration of AI was not initially driven by a need to use technology but rather by the goal of updating a classic advertisement. Meza explained that the brand sought an efficient solution to modernise the ad while saving time and resources. The use of AI allowed for a streamlined creative process, enabling the brand to maintain its commitment to quality while adapting to contemporary standards.
Consumer Reception and Testing
Before launching the new ad, Coca-Cola conducted pre-tests with consumers, who responded positively to the AI-generated version. This feedback provided the brand with the confidence to proceed with the creative, ensuring that it resonates with audiences during the festive season.
Continuing the Festive Tradition
In addition to the AI-generated ‘Holidays Are Coming’, Coca-Cola will also re-run its 2023 festive ad, ‘The World Needs More Santas’. This ad received an impressive score of 5.3 stars on System1’s ‘Test Your Ad’ platform, indicating its effectiveness in engaging consumers. Notably, the original ‘Holidays Are Coming’ ad outperformed it last year, achieving a maximum score of 5.9 stars and ranking as the UK’s second most effective ad overall.
Embracing Generative AI
Coca-Cola is taking the potential of generative AI seriously, adopting a ‘dual velocity’ approach to integrate it into its marketing strategies. This approach reflects the brand's commitment to innovation while honouring the legacy of its classic advertisements. As Coca-Cola continues to evolve, it remains dedicated to creating memorable experiences for consumers during the festive season, blending tradition with modernity.
Sources
Coca-Cola unveils AI overhaul of ‘Holidays Are Coming’, Marketing Week.
