Coca-Cola is ringing within the holidays with a refreshed tackle certainly one of promoting’s most enduring seasonal traditions.
Launching immediately, “Refresh Your Holidays” is the most recent marketing campaign from WPP Open X, led by VML and supported by EssenceMediacom and Ogilvy. The brand new work blends AI and human craft to reimagine Coca-Cola’s “The Holidays Are Coming” system that has outlined the model’s festive advertising for greater than 30 years.
This time, a convoy of light-wrapped pink vans as soon as once more cuts by a snowy panorama, sparking pleasure amongst animals and other people alike. Polar and panda bears share the body, whereas that acquainted choral soundtrack swells towards its signature Christmas crescendo.
Coca-Cola’s vacation work has not been with out controversy, after final yr’s AI-driven marketing campaign drew debate contained in the business and past. Regardless of the backlash, the corporate has once more used AI to refresh “Holidays Are Coming,” whereas emphasizing it was made by “a collaboration between human creativity and cutting-edge expertise.”
The advert contains a hyper-real aesthetic constructed from greater than 70,000 video clips, giving the movie a cinematic sheen that merges human craft with machine functionality. The spot’s up to date character designs—like this yr’s mischievous squirrels—showcase how AI is being woven deeper into Coca-Cola’s visible storytelling.
The marketing campaign additionally features a 30-second quick known as “A Vacation Reminiscence,” during which a girl takes a quiet second from trimming her tree. After a sip of Coke, a Christmas bauble springs to life, triggering heat recollections of household and music, together with a rousing “Feliz Navidad.” It can run throughout North America, Latin America, and Asia South-Pacific markets.
Collectively, the 2 movies have a good time connection and reflection that brings folks nearer throughout a busy season.
Islam ElDessouky, world vice chairman artistic technique and content material at Coca-Cola, stated the marketing campaign was created for individuals who make the vacations particular yearly.
