Emotion in an AI Commercial: Is It Possible?

Coca-Cola collaborated with three AI studios to craft the commercials, utilizing models such as Leonardo, Luma, and Runway. While the visuals initially appear impressive, they reveal AI’s limitations. Human faces and movements feel unnatural, and small details – uneven teeth and overly fixed smiles – create an uncanny vibe. The ad lacks the elusive quality that truly connects: human emotion and emotional storytelling.

AI, still in its infancy, is being treated like an adult. It’s trying to grow and learn at breakneck speed to meet demand, but often stumbles along the way. It’s no surprise Coca-Cola didn’t achieve the perfect balance with these experiments. We believe that AI isn’t just a tool but a creative, technical partner. The ideas, storytelling, and attention to detail remain human responsibilities.

At Redmatters, we decided to take on the same challenge. What happens when you combine AI technology with a greater focus on emotion, storytelling, and unexpected details? Armed with a laptop, AI tools, and plenty of coffee, we set out to create a new Christmas commercial in a short timeframe. Check out our Coca-Cola Christmas commercial below.

Everything starts with a solid foundation. We began by generating images with MidJourney, applying AI corrections, and finalizing the visuals in Photoshop. Then, we used a combination of video models like Luma and Runway, though our best results came from Hailuo AI. Each model has its own style and limitations, so finding the right balance was key.

One of our partners once said, “You can write a script, but the magic happens on set.” AI operates similarly. When you loosen the reins, unexpected moments often arise, bringing the visuals to life. In our version of the commercial, we noticed an older woman glancing off into the distance, which naturally transitioned into a scene featuring a Coca-Cola truck driver. These small, seemingly spontaneous details add emotion and human authenticity.

Instead of using the classic truck and Santa Claus, we opted for something spectacular: a giant balloon in the middle of Times Square. Initially, we wanted Santa with his sleigh and reindeer flying over Times Square. However, AI models seemed to be biased by humorous Santa images, making it impossible to generate convincing human-like visuals. When we did manage to create a stunning image of Santa in the air with his reindeer, the video AI model struggled to interpret flying reindeer, making them spin in place instead of moving naturally. The enormous balloon provided an impressive entrance without requiring Santa or the reindeer to appear in full view.

Creating an emotional connection with AI-generated visuals isn’t impossible. But it requires more than technical perfection—it’s about the creativity of the humans behind the scenes. Only by adding heart can you truly touch people.

The backlash against Coca-Cola’s commercial is understandable but perhaps a bit shortsighted. AI is a tool, not a replacement. It gives us the freedom to push boundaries and overcome limitations, as long as we safeguard the soul of the story and embrace human imperfections.

For us, this challenge was a valuable learning experience. And who knows? Maybe Coca-Cola will look to us for inspiration next year.