Coca-Cola releases holiday ads For very, very long. But his latest was created using Tools for generating artificial intelligence and it’s a terrible, ugly mess.
It’s mid-November, which means it’s practically Christmas already, according to every store I’ve entered lately. Traditionally, in November and December all our TV adverts also have a Christmas theme. There are some classics, but Coca-Cola’s latest ad won’t be joining the ranks because it’s an ugly AI-generated mess that’s embarrassing to watch.
First, before we go any further, here’s a terrible AI bug: :
I don’t have enough time to discuss how ugly and terrible this AI-generated ad is, but a few standouts: the trucks don’t have moving wheels and instead glide along the ground; the houses in the background look like they are melting; and in every shot everything seems unchanging.
Either way, it’s terrible, but what made me laugh was reading it article from Saying about creating an advertisement. Apparently, Coca-Cola paid for three of these ads to be created by different “AI studios.”
Here’s some information about the squirrels that appear in the ad above:
Here’s the shot that took them so long to get the “right” effect.
Well done everyone. You wasted time and a lot of energy creating ugly squirrels instead of simply licensing footage of real squirrels or – and here’s the idea – taking a camera outside and filming them.
Please note that many of the shots in this ad were also likely retouched by a human. You can tell that all the Coca-Cola logos that appear in this were probably added after the videos were generated because they are all so perfect. Oh, and because they wobble, like someone quickly covered up the distorted Coke logo with pretty PNGs.
Either way, look, I know I shouldn’t be too nervous about this. It’s a fucking Coca-Cola Christmas ad. But what scares me is the thought that this could be the future because many people just won’t notice.
I imagine that many people who are too busy to really look at these things will see this ad on their TV while talking to family and friends over the holidays and someone may say, “Oh, I love Christmas Coke commercials!” and everyone will agree and move on. How many will realize that AI-generated bullshit has just been served to them by one of the largest corporations in the world that decided that instead of letting real humans do something, they would save money and generate ads that look like shit? The future sucks.
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