(Text format: Compare and Contrast)
The new AI generated Coke ads received plenty of praise, as well as backfiring backlash. Opinions whether the original Human Intelligence ads from 95' are better than the recent 24' Artificial Intelligence ones have created a pre-Christmas debate war. One critic even stated the AI version is "from the blood of out-of-work artists." Gasp! While the duo contains the same elements, they look and feel very different.
Coca Colas' new "Unexpected Santa" ad from Wildcard studios and the old "Christmas Caravan" International version, ring in Christmas with Coke's pretty signature trucks driving through a wintry wonderland. The 95' edition keeps it traditional and portrays a picturesque landscape with a magical forest, back roads and such, while the 24' trucks drive through diverse and scenic locales such as the Grand Canyon or the Japanese Jigokudani Monkey Park.
And speaking of monkeys, let's talk about animals vs. humans featured in each video. The new one takes the snowy cake by adding the cutest AI winter animated animals catered to a kid and teen audience; however, the old one sticks to warm-blooded, actual human adults and kids alike, which is aimed at an all-age viewership. Mind you, the other AI generated ads do feature AI generated humans which one might warm up to or not. In a similar vein, some 90s ads, star animated polar bears who, though clunky and outdated now, are still undeniably adorable.
How an audience might feel or perceive all this Christmas spectacle will be quite different, too. Thankfully, each ad begins with the cap of a coke bottle removed and features the infamous "Holidays are coming" song. So they evenly score and enthrall us with that iconic festive tune and red-tainted ambience. The animated 24' ad might appeal to children, whereas the 95' ad targets a more mature audience without neglecting a younger one, despite including some CGI.
Whether you like either or is a matter of taste for sure. I like both. The old one, because it brings back the good old' Christmas days, while the new one spotlights different species of endearing animals. The latter likely being the reason my students would pick the latest release as their favourite. I can see them going "aw" every time a new group of animals emerges. I somehow noticed that more than ever, kids love animals. So Coke definitely knows what they are doing.
The important thing is, though, that artists will have a harder time securing jobs if AI continuedly gets used for ads in the future. As always, we won't be able to stop this advancement! Alas, maybe the advertising world can find a good middle ground, and not make it all about money and progress. After all, Christmas should be about caring.
Which ad(s) do you prefer?
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