Prove it.
Is coca-cola making a mistake..
I think brands are making a mistake with how they are using A.I.
We value a product relative to the work that we perceive has gone into it. Ironically, that’s even the case for Bitcoin, the ‘mining’ of which is underpinned by a proof of work.
Coco-cola has recently released, with much fanfare, a new Christmas commercial. The selling point of the ad is that it’s entirely created with generative A.I. The Cola executives say it’s cut production down to a month and radically reduced costs. Neither of which saves the consumer a penny. I must have missed the memo that said Coke would pass those savings on to the consumer in reduced prices.
I think the creative is cliched and derivative. The most you can say is that the technology has come on impressively. But that’s just it - it is the technology, not the craft, not the originality of the creative, not the effectiveness of the message, we are talking about. It’s an effective ad for A.I. but a poor one for Coca Cola.
Let’s compare it to the new idents produced for Apple TV. As showcased in their behind the scenes videos, these idents were made physically, by cutting the idents out in frosted glass, which they suspended and illuminated with a kaleidoscope of coloured lights. Most of these effects were achieved in camera. It took time and a meticulous attention to detail. I’m sure it wasn’t cheap but it speaks to Apple’s reputation to go the extra mile to get it right. The viewer comes away with respect for the craft and it makes us feel more positively about Apple.
The story of the making of the Apple TV ident becomes part of the marketing. The process is the message. What message is the coca-cola commercial offering us?
Just an additional thought: Now, I am open-minded about people using A.I. and drawing the viewer into the detail of the process, but I have just yet to see it. Even impressive looking A.I. tends to be gate-keeped…there’s none, to little, sharing of prompts or breakdown of trial and error involved in the process.
I read an article that said companies using generative AI ads may be just a part of their strategy for additional media hype. The unfortunate genius of using generative AI advertising is that they induce so much rage that they get reshared virally. #infamyplaybook