Christmas Uncanny: Unwrapping AI’s Holiday Charm and Flaws

In advertising, creativity and innovation have always been the cornerstones of impactful campaigns. With the advent of artificial intelligence, brands are exploring new ways to connect with audiences. AI has rapidly become a transformative tool in commercial advertising, enabling brands to create personalized experiences, automate creative processes, and produce visually stunning content with unprecedented efficiency. From generating tailored messages to crafting entire ad narratives, AI is reshaping how marketers engage with consumers and tell their stories.

Over the years, numerous campaigns have demonstrated the power of combining creativity with innovation. For example, Nike’s “Dream Crazy” campaign featuring Colin Kaepernick highlighted the brand’s bold stance on social justice issues, resonating deeply with its target audience and sparking widespread conversation. Another iconic campaign is Dove’s “Real Beauty,” which challenged traditional beauty standards by featuring diverse and authentic models, fostering a sense of inclusivity and self-acceptance. More recently, McDonald’s “Raise Your Arches” ad used minimal dialogue and clever storytelling to connect with viewers, showcasing the brand’s ability to innovate while staying true to its identity.

Recently two brands have stood out with examples highlighting the growing role of AI in advertising: Coca-Cola’s Christmas AI commercial and Zevia’s AI-driven spoof of the same concept. These two campaigns showcase vastly different approaches to AI in advertising, and their comparison reveals insights into branding, audience engagement, and the evolving role of technology in storytelling.

Coca-Cola’s AI-Driven Christmas Commercial

Coca-Cola, a brand synonymous with holiday cheer, has a long-standing tradition of memorable Christmas advertising. In 2024, they took a bold step by incorporating AI into the creative process. The commercial leveraged generative AI tools to craft a visually stunning and emotionally resonant story, weaving together festive elements like family gatherings, snowy landscapes, and their iconic red trucks.

The AI-powered campaign focused on personalizing the experience. Viewers could interact with the ad through an online platform, generating custom messages or holiday scenes tailored to their preferences. This fusion of technology and tradition underscored Coca-Cola’s commitment to staying ahead of the curve while maintaining its classic holiday charm.

However, the campaign was not without its critics. Some argued that the reliance on AI risked losing the human touch that made Coca-Cola’s past commercials so beloved. Others questioned whether the AI-generated visuals and narratives, while impressive, could truly evoke the same depth of emotion as a story crafted solely by human hands. The use of AI often brings with it a sense of soullessness, where the precision and perfection of technology can feel uncanny or even unsettling to viewers. This phenomenon, sometimes referred to as the “uncanny valley,” was particularly evident in Coca-Cola’s commercial. While visually spectacular, the overly polished and calculated nature of the AI-generated scenes left some audiences feeling uneasy. The charm and warmth of traditional storytelling seemed overshadowed by the soullessness of AI, leading to a disconnect that undercut the intended emotional resonance.

Zevia’s AI Spoof: A Clever Counterpunch

Zevia, known for its health-conscious and playful branding, responded to Coca-Cola’s high-tech campaign with a clever spoof that used AI in a tongue-in-cheek manner. The commercial mimicked the AI-driven aesthetics of Coca-Cola’s ad but exaggerated them to highlight the perceived pitfalls of over-reliance on technology.

In Zevia’s spoof, AI-generated characters and scenes deliberately displayed glitches, awkward dialogue, and overly polished visuals, poking fun at the idea that technology can replace genuine human creativity. The humor and self-awareness struck a chord with audiences. By exposing the flaws and inherent strangeness of AI, Zevia’s ad turned a potential critique of technology into a relatable and entertaining statement. It resonated with viewers by acknowledging their unease with AI’s uncanny qualities and flipping it into a moment of levity and connection.

Zevia’s campaign succeeded in positioning the brand as relatable and down-to-earth. By using AI as a satirical tool rather than a central element, they underscored their message of simplicity and authenticity, contrasting sharply with Coca-Cola’s polished production. This ability to tap into public skepticism of AI while delivering a witty, self-aware message made the spoof particularly impactful.

Comparing the Campaigns

1. Purpose and Tone: Coca-Cola’s campaign aimed to innovate within its traditional framework, using AI to enhance emotional engagement. However, the uncanny nature of the visuals left some viewers feeling uneasy. Zevia, on the other hand, adopted a playful, irreverent tone to critique the very concept of AI-driven advertising, making audiences hyper-aware of AI’s flaws.

2. Brand Alignment: Coca-Cola leveraged AI to reinforce its reputation as a forward-thinking yet timeless brand. Zevia’s approach aligned with its image as a challenger brand that prioritizes simplicity and authenticity, using humor to differentiate itself.

3. Effectiveness: While Coca-Cola’s ad showcased impressive technology and received praise for its innovation, it faced criticism for potentially losing the personal touch and feeling too mechanical. Zevia’s campaign, though less visually spectacular, garnered attention for its wit and relatability, leaving a more lasting impression on its audience.

Both of these campaigns demonstrate that the integration of AI in advertising is not a one-size-fits-all solution. Brands must carefully consider their identity, audience, and messaging when adopting new technologies. Coca-Cola’s campaign highlights the potential of AI to enhance personalization and visual storytelling, but it also reveals the risks of creating content that feels soulless or unsettling. Zevia’s spoof underscores the importance of authenticity and humor in connecting with modern audiences while acknowledging the inherent flaws in emerging technologies.

As AI continues to evolve, the debate over its role in creativity will persist. While AI offers unprecedented tools for innovation, it also brings challenges, including the risk of creating content that feels disconnected or uncanny. For now, Coca-Cola and Zevia have provided a fascinating case study on how brands can use technology, whether to dazzle or delight with a dose of self-aware humor.