Coca-Cola’s well-known Christmas “Holidays Are Coming” commercial, featuring a convoy of bright red trucks, received an AI makeover this year, including some excited children who, in past ads, were captured live. PJ Pereira, co-founder and creative chairman of the San Francisco ad agency Pereira O’Dell, and partner at Silverside AI, discussed with Adweek how they managed to craft 110 different versions of the ad in just a few days. Their team employed AI platforms like Stable Diffusion, Pactto, DALL-E, ChatGPT, alongside their own tool Director Magic, for the ad’s creation, a process Pereira called “revolutionary” and akin to “software development. ” Rob Wrubel, co-founder at Silverside AI, explained, “We came up with a rough draft of the spot within three days of one of our first meetings with the client. ” When queried about making customized versions of the spot for various cities and markets with different skylines, Pereira noted, "Our initial thought was, ‘of course not, it's too late. ’ But then we realized, ‘this isn’t the same old world. Maybe we can. ’” “For years, creatives have struggled with doing more for less money, claiming it was impossible, ” he said. “That’s no longer the case.
AI lets us breathe life into great ideas that once seemed impossible due to budget constraints, allowing multiple ideas to flourish and elevating the overall quality. ” Wrubel added, “The capacity for creatives to deliver groundbreaking creativity is only improving. This is a journey, and the only way forward is to use these tools to create. ”
Coca-Cola Christmas Ad Revamped by AI: A Creative Revolution
Hitachi, Ltd.
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