By Rich DeSimone, VP, Creative at EGC Coca-Cola’s AI-generated holiday spot is getting beat up online—and honestly—I get it. It’s got all the surface-level ingredients: Glowing trucks, snowy streets, festive vibes. But the one thing it’s missing—the one thing Coca-Cola always nails—is people: Real, messy, emotional, human people. And without that, the whole thing feels—empty. Moments That Last The magic of Coca-Cola’s best work has always been about capturing the human spirit. Think about the kid’s wide-eyed wonder seeing those trucks for the first time, or the knowing smile between strangers over a shared Coke. Those are the moments that stick with you—not perfectly-rendered AI snowflakes or mannequins that look like they’re posing for stock photos. It’s All About Connection What makes the holidays magical isn’t perfection—it’s the imperfections. The chaos of family gatherings, the warmth in someone’s face when they’re lit by string lights, and ultimately the feeling of connection. AI can’t give you that. It can make something look like Christmas, but it can’t make it feel like Christmas. The Not-So Real Thing For a brand that’s calling this campaign “Real Magic,” and an homage to “It’s always the real thing” the irony writes itself. Real magic happens in the spark of a human moment—not in a perfectly-rendered simulation of one. Takeaway That said, AI is an incredible tool, as it can spark creativity, unlock new ideas, and push boundaries in ways we’ve never imagined. And honestly, if this spot leaned into something more whimsical—like Coca-Cola’s beloved polar bears, penguins, or a completely magical, fictional world—this could’ve been a huge win for the technology.
