Coca-Cola has presented its Christmas campaign for this year, with which it continues to embrace the creative possibilities of artificial intelligence. If last year it already proposed experiences for consumers based on this technology, now the company is redoubling its commitment with storytelling driven by AI.
Coca-Cola’s Christmas campaign is titled “Refresh Your Holidays” and has been worked on with WPP Open X, led by VML with the collaboration of EssenceMediacom, Ogilvy and Burson. With it, it seeks to convey, once again, its mission around creating and accompanying moments of joy and optimism, as well as paying tribute to all those who are committed to making this time of year a moment of magic and connection.
The campaign includes the spot “A holiday memory,” which will air in North America, Latin America and Asia-Pacific. It shows a busy mother preparing for the holidays and discovering an ornament that reminds her of the true meaning of these holidays, while enjoying a Coca-Cola.
“This creative proposal reflects our commitment to inspiring the ‘Real Magic’ of genuine human connection during the holiday season.“, commented Islam ElDessouky, Global Vice President of Creative Strategy and Content, in a statement. “We honor people around the world whose generous acts of goodwill make Christmas the most special time of the year and reward them with the freshness and joy that only Coca-Cola can bring.”.
“Our expression changes year after year, the fundamentals remain intact”
As the manager explains, Coca-Cola’s challenge before Christmas, a time to which it is deeply linked, is to remain faithful to its fundamental values and the expectations of its followers. “While our expression changes year after year, the fundamentals remain intact. Because what people really want are the authentic, moving stories that make Coca-Cola a special brand.”, pointed out ElDessouky.
The campaign places the product at the center of creativity and presents Coca-Cola as the ideal drink for Christmas celebrations. This is also seen in the interpretations of the classic 1995 Coca-Cola ad “Holidays are coming,” made with artificial intelligence.
The company has worked with the Secret Level and Silverside AI studios to create renewed versions of the iconic spot.
According to the brand, these ads combine technical precision, cinematographic narrative and production quality. Coca-Cola claims that technology has helped optimize workflows. “The most revolutionary thing is our impeccable narrative continuity and the coherence of the characters, creating immersive stories that connect deeply with the audience.“; said Pratik Thakar, Global Vice President and Director of Generative AI at Coca-Cola. “This goes beyond cinema: it is a transformative leap towards the future of creativity and technology”.
In addition to the spots, as usual, Coca-Cola will once again hit the roads with its caravans and trucks during November and December, offering immersive experiences and festive celebrations in communities around the world. The campaign also includes outdoor advertising or promotional material in stores, among other executions.
