Corporations are so enamored with AI they try to slap it on everything. Normal people have a morbid curiosity of AI at best. No one sees a AI commercial and is filled with fuzzy feelings.
@@Ignash talking about this one ad. As for AI as a trend, yah the shortcomings will soon be annoying and glaring so human editors / cleanup artists will be needed... until they are not.
Here's the thing. If I hadn't seen this vid - or a bunch of others on here covering the same topic - I would never have even seen the ad or been aware of it!! So, people complaining about it has given Coca-Cola EXACTLY the coverage and publicity that they wanted. Vids like this just increase the profile of the ad even more - which is of course, exacty what they were after. People may well hate the ad because it's AI - but those same people being so vocal about it online (social media or otherwise), has given them the attention they wanted. So, basically, job done!! People's hate for it has done the job they set out to do - given it even more attention and publicity!!! When it comes to business, the only bad publicity, is NO publicity...! When will people learn?? Negativity for a thing just gives that thing even more publicity, increasing its profile further...!! *facepalm* 😐
Do you think they could have done it on purpose? Just to have people talk about the brand in a viral way? I struggle to believe a brand like Coca Cola could be blind to current sentiment. They are not a design/art related brand, so the backslash for them will be limited in the end. The majority of people not related to our industry probably don't care too much and might also be "impressed" by the advancement of the technology when they see this?
You're absolutely right, it's difficult to not be aware of the current discussion around A.I! I have the feeling though that Coke truly thought that they were doing something revolutionary. Breaking new ground. And in a way they do, but in all the wrong ways. 😂 For sure non industry people might even like the commercial. Now, I have to ask friends and family to see what they think about it!
Fun fact. The masterpiece commercial shown at 2:10 - 2:35 is actually AI for a part. But I believe that this version is done a lot more artfully. The new ai commercials are actually really shit. And I could do better in 2-3 days alone
I’ve seen that mentioned before but it’s inaccurate. It’s just a ton of 3d and compositing work. You can see a making of here: ruclips.net/video/YbLl9RKkTEo/видео.htmlsi=QzNm36u2UMzVGZH_ The only part where AI is mentioned is for one of the paintings, but mainly as a style transfer tool. Meaning make this thing look like this. The rest is just typical production work. Live footage, 3d and tons of compositing. But yeah I agree with your sentiment about the new Christmas commercials. They’re really bad.
It's a bold move. If it had been straight CGI I doubt anyone would be discussing it (and, indeed, subtle use of CGI is used in just about everything these days - only a puritan would object). It's not perfect - but consider that only a year or so ago this wasn't even possible at anywhere near this level of fidelity.
Big firms are trying to make this trash the new normal. They will probably succeed. Coke will continue produce dogshit sugar water and sell it to us with slop ads like this. Until people actively push back on all these ads it'll continue and get worse. Very innovative. Very cool.
Since i heard everywhere that "AI is the future" etc, (almost) every investors ask of companies to use AI. Even it's total useless. So in that perspective, because AI is 'trendy' now, they used it. Coca cola is so big now, they don't need usual advertisement like for a toothbrush or a new car, a new washing powder. It's (almost) the same product, what they sell every time, so they need 1 thing: keep this product/brand in your mind. And this is exactly what this commercial did. :D You watched it, talked about it a LOT because "look it's AI it's so baaad' or "look honey, how cute is that bear, so lovely'. If you will buy stuff for your christmas dinner, you are more likely to buy it, because it's everywhere. Many people say 'bad marketing not marketing"---> yes, it is, if you don't boycott the product because of it. Also, I worked for a long time in a company, one of whose big customers was coca-cola. And i can tell you: if they want to save, then they will. :D Because most of the time(as i saw) it taked a long time to make any graphic material, so if they can save time (and money) with this, they will use it. Because of this, the quality will deteriorate sooner or later.
My boyfriend and I just watched the new Coke AI commercial and we love it. It looks like an animated Christmas movie. We don't get the backlash. Coke has always made beautiful commercials and this new one just totally got us into the Christmas spirit. It's so vibrant.
Glad it worked for you! I can see why people might like it. To answer your question about the backlash. It’s a complex issue but here’s a very brief description. 1) there’s no real artistry involved. It’s basically writing a text prompt and waiting until you get the result you’re after. 2) ethical issues: to output these results the AI was trained with a lot of data (images, animations etc) without the consent of the artists. 3) implications about the creative industry. 3d artists, compositors, animators etc. They’re essentially being replaced by a tool that looks powerful but the actual output is nothing to really write home about. And of course on top of that there are budgetary concerns etc. 4) the commercials and the technology behind it are being promoted as something that unlocked creativity and endless possibilities when the actual output is basically nothing new. They could have easily done this the regular way. It’s a big topic but that’s a very condensed summary of the backlash.
@@marvelousdecay nobody cares about ethical issues. the artist's favorite adage is "steal like an artist" and all artists basically copy each others' work and style as they learn and develop. and as with all disruptive technologies, industries will fall. the printing press put countless scribes out of business. does that mean we should have banned the printing press? if they're beign replaced then is it really "nothing to write home about"? If they can essentially do enough of a job that we don't actually need them anymore, then why would we still use them? they ust be mediocre at best if they'e so easily replaceable... cognitive dissonance at its best. "They could have easily done this the regular way" - with ten times the money...
Digital cameras were awful compared to film. Photoshop and cgi ruin everything. I’m trying to say, people always initially reject new technologies in the creative space, and ai is no exception. I think what coke did here is admirable and it’s a positive push for technology, but it also brings the discussion around ai ethics to the mainstream. Also no such thing as bad press. Bringing out the old worn out commercials wouldn’t have made any impact at all, but this has people talking about them
It's nice to see people are being positive about this technology, which seems rare nowadays whenever discussing anything about AI. Everybody's so afraid of it; they can only touch it from behind with sticks without actually physically touching it themselves. It is just a tool, use the tool. It's going to get even better in the future rather the people like it or not.
Corporations are so enamored with AI they try to slap it on everything. Normal people have a morbid curiosity of AI at best. No one sees a AI commercial and is filled with fuzzy feelings.
99.999% of the actual target audience won't even notice/care.
Hahaha true!
My family does not even know what is A.I lol
Until every ad will look generic and they will come back.
@@Ignash talking about this one ad. As for AI as a trend, yah the shortcomings will soon be annoying and glaring so human editors / cleanup artists will be needed... until they are not.
@@audiogus2651 Or not. Just like self driving cars, we don't know where the limit is.
Here's the thing. If I hadn't seen this vid - or a bunch of others on here covering the same topic - I would never have even seen the ad or been aware of it!! So, people complaining about it has given Coca-Cola EXACTLY the coverage and publicity that they wanted.
Vids like this just increase the profile of the ad even more - which is of course, exacty what they were after. People may well hate the ad because it's AI - but those same people being so vocal about it online (social media or otherwise), has given them the attention they wanted. So, basically, job done!! People's hate for it has done the job they set out to do - given it even more attention and publicity!!!
When it comes to business, the only bad publicity, is NO publicity...!
When will people learn?? Negativity for a thing just gives that thing even more publicity, increasing its profile further...!! *facepalm* 😐
Do you think they could have done it on purpose? Just to have people talk about the brand in a viral way? I struggle to believe a brand like Coca Cola could be blind to current sentiment. They are not a design/art related brand, so the backslash for them will be limited in the end. The majority of people not related to our industry probably don't care too much and might also be "impressed" by the advancement of the technology when they see this?
You're absolutely right, it's difficult to not be aware of the current discussion around A.I! I have the feeling though that Coke truly thought that they were doing something revolutionary. Breaking new ground. And in a way they do, but in all the wrong ways. 😂
For sure non industry people might even like the commercial. Now, I have to ask friends and family to see what they think about it!
@@marvelousdecaybro your comment is ai generated
Fun fact. The masterpiece commercial shown at 2:10 - 2:35 is actually AI for a part. But I believe that this version is done a lot more artfully. The new ai commercials are actually really shit. And I could do better in 2-3 days alone
I’ve seen that mentioned before but it’s inaccurate. It’s just a ton of 3d and compositing work.
You can see a making of here:
ruclips.net/video/YbLl9RKkTEo/видео.htmlsi=QzNm36u2UMzVGZH_
The only part where AI is mentioned is for one of the paintings, but mainly as a style transfer tool. Meaning make this thing look like this.
The rest is just typical production work. Live footage, 3d and tons of compositing.
But yeah I agree with your sentiment about the new Christmas commercials.
They’re really bad.
It's a bold move. If it had been straight CGI I doubt anyone would be discussing it (and, indeed, subtle use of CGI is used in just about everything these days - only a puritan would object). It's not perfect - but consider that only a year or so ago this wasn't even possible at anywhere near this level of fidelity.
Big firms are trying to make this trash the new normal. They will probably succeed. Coke will continue produce dogshit sugar water and sell it to us with slop ads like this. Until people actively push back on all these ads it'll continue and get worse.
Very innovative. Very cool.
Since i heard everywhere that "AI is the future" etc, (almost) every investors ask of companies to use AI. Even it's total useless. So in that perspective, because AI is 'trendy' now, they used it. Coca cola is so big now, they don't need usual advertisement like for a toothbrush or a new car, a new washing powder. It's (almost) the same product, what they sell every time, so they need 1 thing: keep this product/brand in your mind. And this is exactly what this commercial did. :D
You watched it, talked about it a LOT because "look it's AI it's so baaad' or "look honey, how cute is that bear, so lovely'.
If you will buy stuff for your christmas dinner, you are more likely to buy it, because it's everywhere.
Many people say 'bad marketing not marketing"---> yes, it is, if you don't boycott the product because of it.
Also, I worked for a long time in a company, one of whose big customers was coca-cola. And i can tell you: if they want to save, then they will. :D Because most of the time(as i saw) it taked a long time to make any graphic material, so if they can save time (and money) with this, they will use it. Because of this, the quality will deteriorate sooner or later.
Dude Coca Cola did an ad in 2023 and it was actually really good compared to this crap
USA!!!
Bu...but, coca cola pro is. real
Coke went woke..... these sterile life h8ing ads show that clearly
My boyfriend and I just watched the new Coke AI commercial and we love it. It looks like an animated Christmas movie. We don't get the backlash. Coke has always made beautiful commercials and this new one just totally got us into the Christmas spirit. It's so vibrant.
Glad it worked for you! I can see why people might like it.
To answer your question about the backlash. It’s a complex issue but here’s a very brief description.
1) there’s no real artistry involved. It’s basically writing a text prompt and waiting until you get the result you’re after.
2) ethical issues: to output these results the AI was trained with a lot of data (images, animations etc) without the consent of the artists.
3) implications about the creative industry. 3d artists, compositors, animators etc. They’re essentially being replaced by a tool that looks powerful but the actual output is nothing to really write home about. And of course on top of that there are budgetary concerns etc.
4) the commercials and the technology behind it are being promoted as something that unlocked creativity and endless possibilities when the actual output is basically nothing new. They could have easily done this the regular way.
It’s a big topic but that’s a very condensed summary of the backlash.
@@marvelousdecay nobody cares about ethical issues. the artist's favorite adage is "steal like an artist" and all artists basically copy each others' work and style as they learn and develop. and as with all disruptive technologies, industries will fall. the printing press put countless scribes out of business. does that mean we should have banned the printing press? if they're beign replaced then is it really "nothing to write home about"? If they can essentially do enough of a job that we don't actually need them anymore, then why would we still use them? they ust be mediocre at best if they'e so easily replaceable... cognitive dissonance at its best. "They could have easily done this the regular way" - with ten times the money...
Digital cameras were awful compared to film. Photoshop and cgi ruin everything. I’m trying to say, people always initially reject new technologies in the creative space, and ai is no exception. I think what coke did here is admirable and it’s a positive push for technology, but it also brings the discussion around ai ethics to the mainstream. Also no such thing as bad press. Bringing out the old worn out commercials wouldn’t have made any impact at all, but this has people talking about them
Cgi meh
Glory to 2D ART like hayao miyazaki
It's nice to see people are being positive about this technology, which seems rare nowadays whenever discussing anything about AI. Everybody's so afraid of it; they can only touch it from behind with sticks without actually physically touching it themselves. It is just a tool, use the tool. It's going to get even better in the future rather the people like it or not.