Coca-Cola's AI Ad Is Authentic, Despite Criticism
Posted: Tue Dec 17, 2024 9:07 am
Long ago, there was a magical commercial that captivated the world. Big red trucks drove through a snowy landscape in 1995, while happy people looked on in wonder. It was the Christmas magic of Coca-Cola that made everyone smile. Holidays Are Coming! Nearly 20 years later, the “wizards” at Coca-Cola decided to use a new magic: AI. The beloved Christmas commercial was revived. But where have the real people gone? Has the magic been lost?
Disgust
Reactions to the new commercial are mixed. On social media, there is sms gateway serbia mainly criticism: “No emotion in people’s faces. No Christmas spirit whatsoever.” Critics even say that this means the end of 30 years of creative craftsmanship.
That people are not real is easy to observe, there is absolutely no discussion about that. We also know that it won't be long before AI becomes so good that people can no longer be distinguished from real. And on top of that: a test - focused on emotional reactions - showed that the new AI commercial scores just as well as a 'real' commercial from 1995. That promises something!
There has also been a huge amount of attention, precisely because AI advertising is not ordinary. A piece of wisdom from Michael Porter from the time of the enchanting first advertisement is therefore still relevant: “Strategy is not about doing things better – it is about doing things differently”.
No authentic advertising without real people?
I recently had a conversation with a respected marketer in the advertising world. He promises his clients authentic advertising. “You have to work with real people, otherwise the result is not authentic,” he said without hesitation. “We deliberately do not hire models. It cannot be more authentic. People can see right through it when something is a play.”
Disgust
Reactions to the new commercial are mixed. On social media, there is sms gateway serbia mainly criticism: “No emotion in people’s faces. No Christmas spirit whatsoever.” Critics even say that this means the end of 30 years of creative craftsmanship.
That people are not real is easy to observe, there is absolutely no discussion about that. We also know that it won't be long before AI becomes so good that people can no longer be distinguished from real. And on top of that: a test - focused on emotional reactions - showed that the new AI commercial scores just as well as a 'real' commercial from 1995. That promises something!
There has also been a huge amount of attention, precisely because AI advertising is not ordinary. A piece of wisdom from Michael Porter from the time of the enchanting first advertisement is therefore still relevant: “Strategy is not about doing things better – it is about doing things differently”.
No authentic advertising without real people?
I recently had a conversation with a respected marketer in the advertising world. He promises his clients authentic advertising. “You have to work with real people, otherwise the result is not authentic,” he said without hesitation. “We deliberately do not hire models. It cannot be more authentic. People can see right through it when something is a play.”