The ad was a recreation of the company’s classic “Holidays Are Coming,” according to Marketing Interactive.
‘The ad was crafted by Pereira O’Dell’s AI lab, Silverside with the aim to integrate AI as a creative tool rather than the creator,’ the outlet noted. ‘Rendering 10,000 frames, creating 5,000 video segments, and involving over 40 creatives across North America, South America, Europe, and Asia—including a live choir—this project pushed the limits of AI while highlighting the irreplaceable human touch, it said.’
Using a blend of proprietary technology and market AI tools, Silverside AI empowered our team to generate top-level ideas and collaborate with Coca-Cola seamlessly, enabling rapid customization for different regions in real time.
Silverside AI said in its statement.
Sentiments were still negative, however, according to surveys and a flood of comments and remarks online. Don Anderson, CEO of Kaddadle Consultancy, said: “As soon as the reindeer and polar bear appear it’s immediately apparent that we’re being fed yet another AI generated ad, and that’s not exactly a good thing given the widespread consumer backlash that has already surfaced from past advertising experiments.” He added,
It’s essentially more of the same tone-deaf marketing. There isn’t a lot of holiday magic to this – it comes across as lazy, disconnected and gimmicky marketing.
He went on to remark:
“I would actually ask why they need to acknowledge the world’s adoption of AI – consumers are clearly already aware that is happening. Why beat them over the head with it, where others such as Toys “R” Us have and failed,” he said. “Why not present something more authentic and sincere for this annual campaign, stick with the tried and true ‘hearts and minds’ approach in advertising, and play to current sentiment in the world that we’re all in need of a big, warm blanket given what’s going on around us.
“Marketers need to exert caution when being swayed by the bright shiny new toys and gimmicks, because if that is the sole purpose for launching a campaign then they’ve already missed their mark,” he said. “Marketers need to keep reminding themselves to step back, adopt bigger picture thinking, use data to influence their decision making while ensuring their creative ideas truly align to the brand’s core mission, ideals and values. And of course, within the budgets they’ve been given.”
Read the rest of the report here.
AUTHOR COMMENTARY
In the above video, Craig Melvin for NBC’s TODAY quipped at the end of the segment, “But it’s just the beginning… it’s just the beginning,” in response to poor consumer sentiment – almost as if he already knew that this would only increasingly be shoved down our throats; which is what will undoubtedly happen.
Even though these commercials and other advertisements are more lifeless than ever now, companies will continue to spruce it in if not outright completely be used for the entirety of the advertisements. Simple: cutting costs. More money in their pockets, as this ad and others like it or not going to sway customers away from consuming their products. Same for other corporations.
Graphic design, marketing and advertising, photography and videography fields in the corporate sense are being rapidly phased-out. Count on it.
1 Timothy 6:10 For the love of money is the root of all evil: which while some coveted after, they have erred from the faith, and pierced themselves through with many sorrows.
[7] Who goeth a warfare any time at his own charges? who planteth a vineyard, and eateth not of the fruit thereof? or who feedeth a flock, and eateth not of the milk of the flock? [8] Say I these things as a man? or saith not the law the same also? [9] For it is written in the law of Moses, Thou shalt not muzzle the mouth of the ox that treadeth out the corn. Doth God take care for oxen? [10] Or saith he it altogether for our sakes? For our sakes, no doubt, this is written: that he that ploweth should plow in hope; and that he that thresheth in hope should be partaker of his hope. (1 Corinthians 9:7-10).
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