Coca-Cola AI Advertisement Sparks Controversy, Creators Respond Positively

The creative team behind the latest Coca-Cola advertisement, which utilizes artificial intelligence (AI) technology, remains unfazed by the criticism levied against it. They recognize that controversy and feedback are inherent aspects of the creative process.

Last year’s holiday promotion from The Coca-Cola Company featured a short advertisement significantly crafted using AI tools, which sparked a considerable amount of conversation among viewers. For 2025, they are reinforcing their commitment to innovative advertising with another AI-generated campaign.

This new advertisement depicts various animals globally, animated to mimic human behaviors, culminating in a festive celebration as a Coca-Cola truck heralds the start of Christmas festivities. Yet again, it has attracted a wave of negative comments, with detractors labeling it as “regurgitated slop.”

Once again, our Coca-Cola “Holidays Are Coming” film is getting a lot of attention — but what most people don’t see is what goes on behind the scenes. Projects like this take an enormous amount of craft, coordination, and heart. From worldbuilding and animation to storytelling… pic.twitter.com/Wt6aoz1s6z

— Secret Level (@secret__level) November 5, 2025

A Defense from the Production Team

In response to the backlash, the team at Secret Level, the AI-powered production studio behind the advertisement, issued a statement asserting, “We need to keep moving forward and pushing the envelope… The genie is out of the bottle, and you’re not going to put it back in.”

The creators emphasize that such projects involve extensive effort, skill, and emotional investment. They released a behind-the-scenes video showcasing aspects from Photoshop edits to the transformation of backgrounds through AI tools.

“This year, our focus was on more than just demonstrating technology; it was about artistry, ”the statement added. However, there’s skepticism about the authenticity of the process showcased, as the behind-the-scenes footage could also be enhanced using AI, including the voiceovers and scripting.

The behind-the-scenes clip itself faced criticism, with one viewer commenting that it “stinks, ” despite gaining significant attention. Nonetheless, professional artist Christopher Fryant, who contributed to the advertisement, defended the creative team and detailed the extensive work involved, emphasizing their commitment to excellence.

Can finally talk about this – I was one of the artists on the Coca-Cola commercial. It was a ton of work, and the project was full of people driven to put out the best work we possibly could. Thank you to @secret__level and @jasonzada for letting me be a part of this landmark… https://t.co/J4y7X4QFGs

— Christopher Fryant (@cfryant) November 5, 2025

Fryant acknowledged the backlash but reflected that he “don’t mind the haters, ” suggesting that this type of criticism is just part of the territory when engaging in such innovative creative work.

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