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What was great about it to you?
Why do I feel like the person who worked on that Coca Cola ad wrote this haha
Chief
Are you aware that they originally made this commercial without AI and this is literally just an AI version of it?
bummer
Intermarché: Le Loup. Better than JL, better than Coke or McDonalds.
https://youtu.be/-eozmLO7QKA?si=NFNu5VzP8NOehKvX
Loved it!!!
Chief
Interested in discussing the Coke ad beyond AI because it failed the brief.
The poor technical construction aside, Coke (the brand) isn’t solving a business problem with an awareness campaign that only serves to remind people they exist. The category shrunk and so have revenues.
You can still use the polar bears to tell a story. I know the craft of the commercial is shoddy at best, but we’re overlooking how bad the idea and strategy are, too.
Pro
You thought it was a great spot and love the execution?
Rising Star
Like actually wtf did you love about that ad? Truly? It was AI slop. It said nothing. It had a sloth in a North American snowy forest. Why???? Because sloths went viral during the pandemic and now everyone is obsessed with sloths??? It was AI trucks driving around and fake animals were reacting to it for no reason. I hated it so much I almost cried. It was bad Pixar. There were so many errors I had secondhand embarrassment. PLEASE tell me why you think it’s great.
As usual, John Lewis killed it. It’s subtle and emotional and everything I look for in a great ad.
Pro
SS1 it’s confusing and the message is poorly conveyed. It’s also a message that is like 5 years behind. Honestly I think since Saatchi took over for A&E it’s been a steady march downhill
I really can’t understand how in ANY creative industry we’d celebrate any AI-generated work. Full stop. It’s also objectively not great advertising, it’s nothing refreshing or new in beverage, least of all for Coke.
I didn’t hate the Chevy spot with the empty nesters. I know it’s kind of corny and emotionally manipulative, but it had some kind of emotional honesty and quietness to it that I appreciated.
And I don’t mind that I found the JL
spot sad and dark, and left me feeling a bit uneasy. Because if it had that effect on me, I bet it connected really powerfully and positively with others.
It’s almost impossible to create strong positive emotions in people without creating the opposite feeling in some others. better to have love/hate than everyone thinking ‘oh that’s kind of ok I guess’
Coke’s “Share a Coke” campaign is all about bringing people together. Their AI ad, “Holidays are here, so grab a Coca-Cola and spread the cheer,” seems to miss the mark. I can relate to the message if I see real people doing it, but when it’s AI-generated, I’m not convinced. Perhaps you could argue that it’s similar to when it’s VFX (like the original bear ad), but I find it doesn’t resonate as strongly. This is mainly because good VFX is significantly superior to the best AI-generated content.
We’re broke, who cares