1. SEJ
  2.  ⋅ 
  3. YouTube

Coca-Cola’s AI Holiday Campaign Fails To Engage Viewers Emotionally

Find out why Coca-Cola's new AI holiday ads are causing controversy and how they impact the company's reputation.

Coca-Cola’s AI Holiday Campaign Fails To Engage Viewers Emotionally

Decision-makers at brands and agencies know that the new AI-generated holiday ads from Coca-Cola have attracted a lot of criticism.

Others have described the three new AI versions of the classic “Holidays Are Coming” campaign as “a soulless and creepy, dystopian nightmare” and “the biggest branding blunder of the year,” with others saying the AI campaign “destroyed the spirit of Christmas” and “earns Coca-Cola a lump of coal.”

Strong words. But has Manuel “Manolo” Arroyo, the executive vice president and global chief marketing officer for the company, just made a career-damaging move?

In testing for festive campaigns globally by DAIVID, none of Coke’s new AI-generated holiday ads made the top 30 most effective holiday campaigns of 2024 against 90 other Christmas ads.

Watch the new AI-generated holiday ads, which were created by three different ad agencies, and form your own opinion.

Secret Santa

Secret Level created “Coca-Cola – Secret Santa (AI-Generated Christmas Ad 2024).”

Holidays Are Coming

Silverside created “Coca Cola – Holidays Are Coming.”

Unexpected Santa

Wildcard created “Coca-Cola – Unexpected Santa (AI-Generated Christmas Ad 2024).”

Holidays Are Coming 2020

While you’re reviewing these new versions, you should also watch the version that was uploaded to Coca-Cola Great Britain & Ireland’s YouTube channel back in 2020.

How Do Coke’s New AI Versions Compare To The Classic 2020 Ad?

What do you notice? What do you wonder?

Attention

All the new AI versions generated above-average attention from the start.

However, the classic version, which starts with a boy ringing a bell, captures more attention than any of the AI versions, which mostly start with shots of snowy landscapes.

People will generally attract more attention than images of trees and lakes.

Prevalence Of Intense Emotions

According to testing by DAIVID, none of the AI ads generate the same levels of intense positive emotions as the 2020 version, and all of them are below the industry average.

The 2020 version generates almost twice as much warmth as the norm, while the AI versions are level or slightly above.

The AI version that generated the most warmth was still 38% less likely to make people feel warmth than the 2020 version.

The AI versions were less relatable and less – for want of a better word – real.

Brand Recall

All of the new AI versions predictably scored above the industry average for correct brand recall.

This is not surprising, considering that people know the ad well, and the brand is present throughout and integral to the storyline (Coke Trucks).

The classic scores higher than the AI versions, though. This, again, is possibly due to the familiarity of the ad, but also the fact the famous “Holidays Are Coming” track kicks in much quicker.

Next Step Intents

One of the emotions that the AI versions consistently scored higher than the 2020 ad for is feelings of craving. All are around two to three times higher than average.

This is probably due to the close-ups of someone opening a cold bottle of Coke, which wasn’t included in the 2020 version.

What Was The Most Effective AI Version?

    Ian Forrester of DAIVID reported:

    “The AI versions of Coke’s classic ‘Holidays Are Coming’ campaign were strong for attention in the first second and brand recall, but were let down by their evocation of intense positive emotions, which were all below the industry norm.

    The difference between the AI and the original was most stark in their evocation of warmth, a mainstay of Christmas advertising. The original evoked intense warmth among 33.0% of viewers, whereas the AI versions were significantly below this.

    So, while the AI is producing images which on the face of it seem cute and heart-warming, the human viewer to some degree discerns their synthetic nature, which detracts from their impact.”

    How Can Brands Avoid AI Negative Backlash?

    After analyzing the data published by DAIVID, I reached out directly and spoke to their Chief Growth Officer, Barney Worfolk-Smith:

    GJ: Why does AI have such a negative perception?

    BWS: It’s not surprising that the use of generative AI, especially jazzing up familiar Christmas traditions like Coke’s truck, garners some negative opinions.

    As the introduction of generative AI into processes is nascent and messy at best, none of us really know exactly how it will play out.

    So, some in the advertising community who feel a sense of ominous threat will instantly adopt a negative stance. I don’t blame them, but the reality is, the toothpaste is out of the tube, so we should all have a hand on the wheel of a human-AI hybrid Christmas Coke truck to have a stake in the future.

    GJ: Can brands navigate carefully to avoid backlash?

    BWS: Generative AI is present – or at least coming down the chimney – in almost all aspects of advertising. It’s actually incumbent upon brands to try bits of it out.

    Sure, it’s going to be bumpy, but the backlashes will frequently be confined to the advertising community.

    As a result, as long as they’re doing measured introductory human AI experiments and not dismissing the agency of record, I think they’ll avoid a hit on the share price.

    GJ: Why was the original video such a classic?

    BWS: The original was a glorious confluence: strong, familiar emotions, which Coca-Cola evokes generally, the shared history of Santa and Coca-Cola’s colors, and a palpable, relatable sense of anticipation that even the “Grinchiest” of us feel in the run-up to Christmas.

    GJ: Why has AI failed to replicate the success of the first campaign?

    BWS: At DAIVID, we understand the importance emotions play in advertising effectiveness – and the AI versions all garnered below-average U.S. positive emotional responses.

    Without a doubt, the uncanny valley plays a part here, especially with an advert that is so recognizable to so many of us.

    GJ: What must marketers do when using AI in video or images?

    BWS: Marketers need to take their eyes off the spreadsheet and on to the creative process.

    Of course, AI can drive efficiencies, but it can also open up new avenues of creativity, and that will happen when creatives are empowered to use AI, not be threatened with it.

    Embrace AI Cautiously In Holiday Ads

    Holiday ads are notoriously tricky to navigate and strike the right sentiment, with the best intention often missing the mark.

    Feelings of warmth and nostalgia are at the heart of the festive season. Perhaps AI just can’t replicate the nuance of human emotion – or, more likely, humans don’t like the idea of AI trying to replicate that.

    Coca-Cola’s new ads emphasize the challenge for brands to cultivate emotional authenticity when engaging with their audience as AI becomes more integrated into advertising campaigns.

    They remind us to embrace AI cautiously while upholding the human elements that underpin marketing campaigns – holiday ads, in particular.


    Methodology

    DAIVID used its AI-powered platform that predicts the emotions an ad will generate, and its likely impact on brand and business metrics – enabling advertisers to measure the effectiveness of their ad campaigns at scale.

    They tested 90 Christmas ads for 39 different emotions. The strength of emotions people feel is ranked from 1-10, with 8-10 considered “intense.” Data for the chart was compiled at 7:00 AM on November 15, 2024. 


    More resources:


    Featured Image: Evgeny Karandaev/Shutterstock

    ADVERTISEMENT
    VIP CONTRIBUTOR Greg Jarboe President and co-founder at SEO-PR

    Greg Jarboe is president of SEO-PR, which he co-founded with Jamie O’Donnell in 2003. Their digital marketing agency has won ...

    universo-virtual.com
    buytrendz.net
    thisforall.net
    benchpressgains.com
    qthzb.com
    mindhunter9.com
    dwjqp1.com
    secure-signup.net
    ahaayy.com
    soxtry.com
    tressesindia.com
    puresybian.com
    krpano-chs.com
    cre8workshop.com
    hdkino.org
    peixun021.com
    qz786.com
    utahperformingartscenter.org
    maw-pr.com
    zaaksen.com
    ypxsptbfd7.com
    worldqrmconference.com
    shangyuwh.com
    eejssdfsdfdfjsd.com
    playminecraftfreeonline.com
    trekvietnamtour.com
    your-business-articles.com
    essaywritingservice10.com
    hindusamaaj.com
    joggingvideo.com
    wandercoups.com
    onlinenewsofindia.com
    worldgraphic-team.com
    bnsrz.com
    wormblaster.net
    tongchengchuyange0004.com
    internetknowing.com
    breachurch.com
    peachesnginburlesque.com
    dataarchitectoo.com
    clientfunnelformula.com
    30pps.com
    cherylroll.com
    ks2252.com
    webmanicura.com
    osostore.com
    softsmob.com
    sofietsshotel.com
    facetorch.com
    nylawyerreview.com
    apapromotions.com
    shareparelli.com
    goeaglepointe.com
    thegreenmanpubphuket.com
    karotorossian.com
    publicsensor.com
    taiwandefence.com
    epcsur.com
    odskc.com
    inzziln.info
    leaiiln.info
    cq-oa.com
    dqtianshun.com
    southstills.com
    tvtv98.com
    thewellington-hotel.com
    bccaipiao.com
    colectoresindustrialesgs.com
    shenanddcg.com
    capriartfilmfestival.com
    replicabreitlingsale.com
    thaiamarinnewtoncorner.com
    gkmcww.com
    mbnkbj.com
    andrewbrennandesign.com
    cod54.com
    luobinzhang.com
    bartoysdirect.com
    taquerialoscompadresdc.com
    aaoodln.info
    amcckln.info
    drvrnln.info
    dwabmln.info
    fcsjoln.info
    hlonxln.info
    kcmeiln.info
    kplrrln.info
    fatcatoons.com
    91guoys.com
    signupforfreehosting.com
    faithfirst.net
    zjyc28.com
    tongchengjinyeyouyue0004.com
    nhuan6.com
    oldgardensflowers.com
    lightupthefloor.com
    bahamamamas-stjohns.com
    ly2818.com
    905onthebay.com
    fonemenu.com
    notanothermovie.com
    ukrainehighclassescort.com
    meincmagazine.com
    av-5858.com
    yallerdawg.com
    donkeythemovie.com
    corporatehospitalitygroup.com
    boboyy88.com
    miteinander-lernen.com
    dannayconsulting.com
    officialtomsshoesoutletstore.com
    forsale-amoxil-amoxicillin.net
    generictadalafil-canada.net
    guitarlessonseastlondon.com
    lesliesrestaurants.com
    mattyno9.com
    nri-homeloans.com
    rtgvisas-qatar.com
    salbutamolventolinonline.net
    sportsinjuries.info
    topsedu.xyz
    xmxm7.com
    x332.xyz
    sportstrainingblog.com
    autopartspares.com
    readguy.net
    soniasegreto.com
    bobbygdavis.com
    wedsna.com
    rgkntk.com
    bkkmarketplace.com
    zxqcwx.com
    breakupprogram.com
    boxcardc.com
    unblockyoutubeindonesia.com
    fabulousbookmark.com
    beat-the.com
    guatemala-sailfishing-vacations-charters.com
    magie-marketing.com
    kingstonliteracy.com
    guitaraffinity.com
    eurelookinggoodapparel.com
    howtolosecheekfat.net
    marioncma.org
    oliviadavismusic.com
    shantelcampbellrealestate.com
    shopleborn13.com
    topindiafree.com
    v-visitors.net
    qazwsxedcokmijn.com
    parabis.net
    terriesandelin.com
    luxuryhomme.com
    studyexpanse.com
    ronoom.com
    djjky.com
    053hh.com
    originbluei.com
    baucishotel.com
    33kkn.com
    intrinsiqresearch.com
    mariaescort-kiev.com
    mymaguk.com
    sponsored4u.com
    crimsonclass.com
    bataillenavale.com
    searchtile.com
    ze-stribrnych-struh.com
    zenithalhype.com
    modalpkv.com
    bouisset-lafforgue.com
    useupload.com
    37r.net
    autoankauf-muenster.com
    bantinbongda.net
    bilgius.com
    brabustermagazine.com
    indigrow.org
    miicrosofts.net
    mysmiletravel.com
    selinasims.com
    spellcubesapp.com
    usa-faction.com
    snn01.com
    hope-kelley.com
    bancodeprofissionais.com
    zjccp99.com
    liturgycreator.com
    weedsmj.com
    majorelenco.com
    colcollect.com
    androidnews-jp.com
    hypoallergenicdogsnames.com
    dailyupdatez.com
    foodphotographyreviews.com
    cricutcom-setup.com
    chprowebdesign.com
    katyrealty-kanepa.com
    tasramar.com
    bilgipinari.org
    four-am.com
    indiarepublicday.com
    inquick-enbooks.com
    iracmpi.com
    kakaschoenen.com
    lsm99flash.com
    nana1255.com
    ngen-niagara.com
    technwzs.com
    virtualonlinecasino1345.com
    wallpapertop.net
    nova-click.com
    abeautifulcrazylife.com
    diggmobile.com
    denochemexicana.com
    eventhalfkg.com
    medcon-taiwan.com
    life-himawari.com
    myriamshomes.com
    nightmarevue.com
    allstarsru.com
    bestofthebuckeyestate.com
    bestofthefirststate.com
    bestwireless7.com
    declarationintermittent.com
    findhereall.com
    jingyou888.com
    lsm99deal.com
    lsm99galaxy.com
    moozatech.com
    nuagh.com
    patliyo.com
    philomenamagikz.net
    rckouba.net
    saturnunipessoallda.com
    tallahasseefrolics.com
    thematurehardcore.net
    totalenvironment-inthatquietearth.com
    velislavakaymakanova.com
    vermontenergetic.com
    sizam-design.com
    kakakpintar.com
    begorgeouslady.com
    1800birks4u.com
    2wheelstogo.com
    6strip4you.com
    bigdata-world.net
    emailandco.net
    gacapal.com
    jharpost.com
    krishnaastro.com
    lsm99credit.com
    mascalzonicampani.com
    sitemapxml.org
    thecityslums.net
    topagh.com
    flairnetwebdesign.com
    bangkaeair.com
    beneventocoupon.com
    noternet.org
    oqtive.com
    smilebrightrx.com
    decollage-etiquette.com
    1millionbestdownloads.com
    7658.info
    bidbass.com
    devlopworldtech.com
    digitalmarketingrajkot.com
    fluginfo.net
    naqlafshk.com
    passion-decouverte.com
    playsirius.com
    spacceleratorintl.com
    stikyballs.com
    top10way.com
    yokidsyogurt.com
    zszyhl.com
    16firthcrescent.com
    abogadolaboralistamd.com
    apk2wap.com
    aromacremeria.com
    banparacard.com
    bosmanraws.com
    businessproviderblog.com
    caltonosa.com
    calvaryrevivalchurch.org
    chastenedsoulwithabrokenheart.com
    cheminotsgardcevennes.com
    cooksspot.com
    cqxzpt.com
    deesywig.com
    deltacartoonmaps.com
    despixelsetdeshommes.com
    duocoracaobrasileiro.com
    fareshopbd.com
    goodpainspills.com
    kobisitecdn.com
    makaigoods.com
    mgs1454.com
    piccadillyresidences.com
    radiolaondafresca.com
    rubendorf.com
    searchengineimprov.com
    sellmyhrvahome.com
    shugahouseessentials.com
    sonihullquad.com
    subtractkilos.com
    valeriekelmansky.com
    vipasdigitalmarketing.com
    voolivrerj.com
    zeelonggroup.com
    1015southrockhill.com
    10x10b.com
    111-online-casinos.com
    191cb.com
    3665arpentunitd.com
    aitesonics.com
    bag-shokunin.com
    brightotech.com
    communication-digitale-services.com
    covoakland.org
    dariaprimapack.com
    freefortniteaccountss.com
    gatebizglobal.com
    global1entertainmentnews.com
    greatytene.com
    hiroshiwakita.com
    iktodaypk.com
    jahatsakong.com
    meadowbrookgolfgroup.com
    newsbharati.net
    platinumstudiosdesign.com
    slotxogamesplay.com
    strikestaruk.com
    trucosdefortnite.com
    ufabetrune.com
    weddedtowhitmore.com
    12940brycecanyonunitb.com
    1311dietrichoaks.com
    2monarchtraceunit303.com
    601legendhill.com
    850elaine.com
    adieusolasomade.com
    andora-ke.com
    bestslotxogames.com
    cannagomcallen.com
    endlesslyhot.com
    iestpjva.com
    ouqprint.com
    pwmaplefest.com
    qtylmr.com
    rb88betting.com
    buscadogues.com
    1007macfm.com
    born-wild.com
    growthinvests.com
    promocode-casino.com
    proyectogalgoargentina.com
    wbthompson-art.com
    whitemountainwheels.com
    7thavehvl.com
    developmethis.com
    funkydogbowties.com
    travelodgegrandjunction.com
    gao-town.com
    globalmarketsuite.com
    blogshippo.com
    hdbka.com
    proboards67.com
    outletonline-michaelkors.com
    kalkis-research.com
    thuthuatit.net
    buckcash.com
    hollistercanada.com
    docterror.com
    asadart.com
    vmayke.org
    erwincomputers.com
    dirimart.org
    okkii.com
    loteriasdecehegin.com
    mountanalog.com
    healingtaobritain.com
    ttxmonitor.com
    bamthemes.com
    nwordpress.com
    11bolabonanza.com
    avgo.top