Coca-Cola has unwrapped its latest holiday campaign, and folks are not pleased. The 2025 edition of “Holidays Are Coming” continues the company’s push into AI-generated storytelling.
The campaign features two festive ads created using generative AI, designed under the guidance of Coca-Cola’s creative team. Pratik Thakar, the brand’s global VP and head of generative AI, defended the approach.
“Coca-Cola embraces innovation with AI-powered storytelling, bringing beloved holiday traditions and new festive narratives to life,” he said. “Our new and refreshed ‘Holidays are Coming’ adverts blend our heritage with modern innovation.”
In one ad, Santa cracks open a Coke and sends a line of glowing trucks on a snowy journey, as enchanted animals look on. The second features a pair of otters whose cabin moment with a Coca-Cola bottle triggers the magical truck parade. While there are cute animals and the iconic trucks, many have argued that the emotional pull is no longer there. Online reactions have been divided over this. While the visuals impressed some viewers, many said the ads feel lifeless.
Last year’s similar campaign received the same kind of criticism, with fans saying AI couldn’t capture the emotional spark of traditional holiday ads. Still, Coca-Cola seems committed to this path, betting on tech to lead its most well-known campaign into the future, even if fans are left disappointed.
