Sangelia Worldwide’s Post

Hot on the heels of having solved Jaguar-gate (see last post) I now move on to #AICokeXmas (only a week or so late). A post in four deliciously refreshing stages (although given my previous employment I am contractually obligated to point out that most people prefer the taste of Pepsi) 1. The Coke Xmas Truck ad is is probably one of the most effective / commercially successful ads ever made when we consider how it has allowed the brand to mentally own the Xmas season for decades in the markets where it has been deployed. (I have seen people well up when they watch the traditional non AI ad as it reminds them so strongly of childhood Xmas’s) 2. It is also a unique ad and not comparable to any other because it is the only one in the world which relies on NOT changing every single year - therefore it's the perfect ad for AI to have a go at. 3. A win win for Coke - lots of press coverage compounding the message that, for many, Coke advertising marks the start of Xmas (and they will still play the usual non AI Truck ad as well) 4. Get back to me when AI, rather than simply copy an ad that is literally designed to be regurgitated every year, can generate a whole new brilliant John Lewis campaign from scratch (so that’s probably next year right?)

My Take on Coca-Cola's Groundbreaking 2024 Christmas Ad Coca-Cola's innovative 2024 Christmas ad has sparked intense debate, blending nostalgia with cutting-edge AI technology. By reimagining the iconic 1995 "Holidays Are Coming" commercial with AI-generated visuals, Coca-Cola showcases its willingness to embrace innovation while honoring its heritage. Despite some criticism, this campaign highlights the evolving nature of advertising and creativity. By bridging familiar branding with futuristic execution, Coca-Cola remains at the forefront of the holiday conversation.

"’Tis the season, it’s always the real thing"—until it’s not. #AI This year, The Coca-Cola Company’s new Christmas ad was generated with AI. For me it raises an important question: when does an ad need to be completely real, enhanced with CGI, or created by AI? Take Dove, for example. Their Campaign for Real Beauty means they’ve committed to never using AI-generated people in ads, staying true to their message of authenticity. On the other hand, we’ve seen brands get into trouble for misleading ads—like mascara commercials using false lashes. But what does this mean for AI-generated lashes? In some cases, we might need to draw clearer lines. Consider product-focused campaigns, like toothpaste ads showing whiter teeth. These feel most authentic when created with “real” imagery to maintain trust and transparency with consumers. As AI becomes a central tool in advertising, could it blur the lines of ethics—or even lead to legal challenges? What happens when “the real thing” becomes indistinguishable from something digitally or artificially created? Let me know your take. Is this a risk, or simply the next step in the evolution of #creativity?

https://lnkd.in/eJAzj84J https://lnkd.in/eAnVfEFa Please read this thoughtful article on the AI Coke Christmas Advert by Andrew Tindall. - I share the view that what matters in marketing is effectiveness (it’s actually something the marketing sector needs to keep working at - measure it). - Provoking emotion that may influence behaviour requires emotional connection. What leaves some cold may influence other. - Artists and Creatives seem to care more than some others about use of AI in creation and the art and craft. One final consideration is that the ad was tested with non creatives. Creatives are part of Coke’s market too. Andrew Tindall I’d be interested in seeing a repeat of the test with artists, creatives and marketers who aren’t told this is AI and how they respond. Great article.

Spent two great days listening to and learning from the inspiring marketing leaders and experts at the MADsemble by PAS. The event was filled with insightful discussions on marketing and advertising, and how to elevate brands. Gained fresh perspectives on the importance of having a clear approach, using data effectively, delivering both rational and emotional narratives, and creating relevance and connection. Also, recalled some of the iconic campaigns and advertisements by brands like #Sooper and The Coca-Cola Company discovering why they are still loved by the masses. The key takeaway is that while marketing today often focuses on loud music, visuals and too much happening in one, it is not always lucrative. Keep things simple, crisp, spontaneous, and rational to create a more effective response. #MADsemble #PAS #marketing #marketingsummit

Should the product always be the hero of their ad films? 🤔 This has been a recurring question during both the brief and creative concept evaluation stage. While there's a persistent debate to make the product the star of every ad, couple recent campaigns are proving otherwise. Take Heineken's International Beer Day spot, for instance. Creatively while the glass is the centre of each frame, the focus of the narrative is shifted from the beer to the joy of shared moments, thereby creating a truly resonant ad. It's a bold move that reminds us that the best part of enjoying a beer might not be the beer itself, but the connections it fosters.  This ad reminds me of the latest Coke ad, which also highlighted the importance of human connections over product consumption. By emphasising on the message that “there are more important things to hold on to”, the spot evoked strong emotional responses and created a lasting impression. Both the ads play back to back. In advertising, emotions drive action and campaigns that elicit an intense emotional response & rapid brand recognition, increase attention & build stronger memory structures significantly boosting ad recall. Thoughts? #advertising #branding #marketing #emotionalconnection #consumerinsights #Heineken #coke

I'm really enjoying all the hype around this Coca-Cola holiday ad. My thoughts at the moment: 1. As students of our audience, marketers have a responsibility to conduct experiments that help us learn about and better understand them. This seems like such an experiment. 2. Based on System1 testing, it looks like audiences still don't really care how advertising gets made. This is understandably triggering for marketers, but we're probably wise to keep in mind that the ad isn't for marketers. 3. In Q1, I'd love to see an analysis of paid and earned reach this year compared to prior years. To see how much of an increase in earned reach The Coca-Cola Company achieves simply by acknowledging this experiment they're doing. As a marketer, I love to see such a large company testing new tools in such a public way. I hope they use it as a genuine learning opportunity (and share what they learn with the rest of us). Openly stating that they used AI to make the ad seems brilliant as a zero-cost way to increase earned reach. I'm sure people will argue that this is damaging to Coca-Cola's reputation but I think that as marketers, we need to remember that, at the end of the day, consumers don't really care about brands and salience is key. In his recent presentation for Kantar Ignite, Mark Ritson summed it up brilliantly when he said, "don't ever bet against salience." Intrusive thought: how hilarious would it be if Coca-Cola didn't actually use AI and it was just to pump free exposure for the brand? Imagine: they make the ad using the same "old fashioned" CGI they've used for years (spoiler alert: the polar bears and other animals have always been artificially generated) and intentionally make it "look like it was made by AI" simply to generate buzz. That's probably hoping for too much but, oh boy how that would dial up the entertainment value. Another intrusive thought: This could be a new strategy to increase earned reach. Tell your human digital animator to "make it look a little weird, like it was generated by AI." Then tell the public you made the ad using AI. Sit back and enjoy the free exposure as media outlets pick up the story and marketers argue about a bunch of things that only matter to marketers. I'm genuinely curious to know what people think of all this. But let's keep the dialogue respectful and fun, friends. P.S. - If you made it this far and found yourself thinking, "I like the way this guy thinks," then from one marketing nerd to another, I'm looking for a new team to contribute my intellect, experience and creativity to. If you're in search of a marketing nerd, shoot me a direct message. I'd love to connect and see what we can figure out together. Cheers! #marketing #christmas #advertising #AI

OK, so newsflash: maybe The Coca-Cola Company don't care if us adland lot love or hate their AI 'Holidays are coming' adverts. Maybe Jaguar wanted to get millions of pounds worth of free coverage (bravo, you have). And John Lewis & Partners Christmas ad, well, it seems it's liked by people who do have a sister and those who don't. Some people have said, 'It's ruined Christmas', or 'no cars, the brands dead'. Really? Have a word with yourselves. And...Just a super polite request: could we maybe try not to knock each other down? Also behind the work is typically a very lovely Brand Strategist (cough, Big Bird, cough) - joke. No behind them all is a huge team; creatives, client services, finance, agency receptionists, and way beyond. All of whom have poured their heart and soul into doing the blooming best they can do. So think on. #oddlyrantyforBigBird #haveawordwithyourself #sayittomyfacenotonLinkedin #BigBirdLOVE

As we dive into the holiday season, it’s hard not to notice how brands like Coca-Cola, Pizza Hut, and McDonald's are featured in our favorite Christmas classics. These subtle integrations not only enhance the viewing experience but also demonstrate the power of product placement in building emotional connections with audiences. This holiday season, let’s remember how strategic brand partnerships can create authentic, lasting impressions. What brand do you love spotting in your favorite holiday movies? #ProductPlacement #BrandPartnerships #HolidayMarketing #ChristmasMovies https://lnkd.in/gtatPa3Y

Better than Fast & Furious? The Coca-Cola Company 5 years ago dropped a car chase that’s got more personality than Dom Toretto’s entire crew. This epic throwback ad brings Orange Vanilla Coke to life with a crazy car chase. The screeching tires, the honk-honk chaos, the dramatic crash - it’s giving vintage action and peak creativity. Wieden+Kennedy Portland absolutely nailed the vibe, reminding us why Coke is the OG of storytelling in advertising. Takeaways for advertisers: 1️⃣ Nostalgia sells. Tapping into the classic 1970s vibe makes this ad instantly relatable and memorable. When in doubt, lean into emotions people already love. 2️⃣ Go big, even for small moments. Launching a flavor could’ve been subtle, but Coke turned it into a blockbuster. The lesson? Bold ideas grab attention. Here’s what’s wild: It’s not just an ad; it’s an experience. Advertising isn’t just about selling a product. It’s about creating moments that stick. Coke just reminded us why they’re still running the game. #Coke #advertisement #marketing #nostalgia