As we barrel into the holiday season, one of the most iconic Christmas ad campaigns has taken a bold (and somewhat controversial) turn. Coca-Cola has rolled out a new version of its “Holidays Are Coming” campaign — this time leaning heavily into generative AI.
The campaign
Coca-Cola partnered with creative/AI studios (including Silverside AI) to use generative video tools plus traditional craft to produce a set of ads in around a month — compared to the year-long production cycle of past years. Business Insider+2Omni+2 The ads feature a sleigh-like procession of Coke trucks rolling through a snowy landscape, illuminated by festive lights; animal characters (polar bears, pandas, otters) open Coke bottles and trigger the trucks to roll, spreading holiday magic. People.com+1
Why this matters
For brands, this is a clear signal: AI is now front-and-center in premium holiday creative. Coca-Cola isn’t just dipping a toe in, it’s staking a flag. From a media-agency/production-house vantage point:
- Speed and scalability – Coca-Cola claims the production took about a month, dramatically faster than its previous year-long process. Omni
- Cost efficiencies – While exact numbers weren’t disclosed, the narrative is clear: fewer traditional production constraints, more use of AI workflows. Business Insider
- Brand storytelling meets tech – The campaign tries to balance the heritage of the brand (trucks, festive road) with a modern visual toolkit (generative AI). According to Coca-Cola’s Global VP of Generative AI, “We blend our heritage with modern innovation.” People.com
The backlash (and lessons)
But it hasn’t been all cheers. The campaign is receiving mixed reactions — and there are lessons here for any brand or agency exploring AI.
- Quality and authenticity matter – Viewers pointed out glitches: trucks changing shape, losing wheels, odd movement in scenes. These raise red flags about maintaining consistent visual logic when using generative tools. Business Insider+1
- Human-feel vs mechanical feel – Some longtime Coke fans feel these new ads lack the emotional warmth of previous iterations. As one commenter put it: “I miss the ads that pulled at the heart-strings… this look won’t ever achieve that.” People.com
- AI isn’t a shortcut to creativity – While AI can speed production and open new creative arcs, the craft — storytelling, visual consistency, emotional connection — still matters. One industry voice asked: “Is this the slippery slope that previously trusted media and production values will go down because ‘consumers don’t care’?” Business Insider
What this means for your brand
As we help brands build standout social campaigns and content calendars, here are some takeaways:
- Use AI as a tool, not a lever alone – It’s tempting to chase speed/cost wins, but the emotional core must still be human.
- Test visuals rigorously – Generative video still has kinks (temporal consistency, movement logic). Pre-testing is key.
- Stay aligned with your brand heritage – Coke’s advantage is its instantly recognizable “red trucks + snow” motif. If a brand abandons what makes it unique, the tech won’t compensate.
- Narrative matters more than novelty – Audiences may tolerate “AI made” if the story lands. If the story is weak, the AI stings.
- Prepare for incremental adoption – While the campaign is bold, it’s not flawless. Expect the medium to get stronger; brands willing to iterate will lead.
Final thought
For New Media Agency clients, we’re at a pivot point. Big brands like Coca-Cola signal that generative AI isn’t just “the future” — it’s now. But “now” comes with trade-offs. The winning campaigns will fuse brand heritage, human emotion, and tech-enabled production. If your brand can get that mix right, the payoff is real. If you lean only into the tech and skip the human core… you risk looking like you’re catching up instead of leading.
Here’s to making your next holiday campaign not just faster or cheaper — but more human, more connected, and more memorable.
— Thanks so much for the read. When you’re ready to map out your 2026 holiday/seasonal strategy (or explore where AI fits in your content engine), let’s chat.
