When we think of Christmas, there are many images that have become synonymous with this most festive time of year. Due to some very clever advertising, one of the most iconic examples of this is the Coca-Cola advert.
When the truck appears on screens around the world, it’s seen as a festive beacon, letting viewers know that the countdown to Christmas has officially begun. Such is its popularity, there are many people who genuinely accredit Santa Claus’s red suit to the fizzy drink brand.
While this isn’t true, Coca-Cola’s advertisements have certainly popularised the scheme through their marketing over the years, as Santa first appeared on our screens clutching a bottle of Coke in the 1930s.
Fast forward to this Christmas, however, and the much-loved advertisement seems to have fallen flat, with many taking to social media to express their anger. But where has Coca-Cola gone so wrong this time – and how can this be avoided in your own marketing?
The rise (and complications) of AI-generated content
Given that their tagline is “Real Magic”, this year, Coca-Cola made the somewhat contradictory choice to release three advertisements – instead of the one coveted “Coca-Cola Christmas truck” we all know and love – using footage that is generated entirely by AI (artificial intelligence).
Unsurprisingly, people have been furiously taking to social media to air their thoughts, with some calling the ads “soulless” and “nostalgia destroying”.
Addressing the backlash, Coca-Cola has defended its decision by stating it is committed to celebrating human creativity by blending it with technological advancements.
Viewers are left unconvinced, however, with many left disappointed, and feeling that the brand is trying to cut corners at a time where warmth and nostalgia is expected. Santa himself doesn’t even feature in the adverts (most likely due to AI’s difficulties in creating human faces) – instead, audiences are left with only his beefy hand clutching the iconic glass bottle, which in itself appears distorted, lacking the human connection audiences have associated with Coca-Cola advertisements of Christmases past.
While AI certainly isn’t going anywhere anytime soon, it’s important to know its limitations – and this is especially true when creating content for your website. People trust – and buy from – people, and the lack of personality AI offers is a surefire way to lose connection with your audience.
Here at Engage Web, we are a close-knit team of humans that get to know each of our clients personally. Get in touch today to find out how we can help businesses like yours with a touch of real magic.
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