#62: Is Coca-Cola’s AI Ad a Bold Move or a Loss of Magic?

In This Article

Around the Block…

• Blockchain / NFTs: Pac-Man

• AI: Coca-Cola

• Gaming / Metaverse: Paramount, Chupa Chups

• Roblox: Monster Jam, McDonalds, FIFA

Chain Reactions!

• Coca-Cola’s AI Ad: Lessons on Balancing Innovation and Backlash

• Empowering Creators with Access to Brand IP

Around the Block…

Blockchain / NFTs

• Pac-Man: Celebrating 45th Anniversary with NFT Scavenger Hunt in Tokyo

  • Bandai Namco Entertainment, in partnership with Shibuya City in Tokyo and NFT marketplace Flickplay, is hosting a scavenger hunt to celebrate Pac-Man’s 45th anniversary.

  • From February 8–11, 2025, participants can explore over 40 locations in Shibuya to collect Pac-Man-themed NFTs during the DIG Shibuya Festival, a multi-day event showcasing digital innovation and culture.

  • Two NFT collections will be available: one exclusive to Shibuya and another for global audiences.

  • Players must purchase an Experience Pass to participate, which provides event access, in-app currency (Diamonds), and a starter Pac-Man digital collectible.

  • Collected NFTs can be used to create GIFs, interact with Tamagotchi-style widgets, and may be integrated into future games.

  • Source: X (Pierina Merino) / The Hollywood Reporter / NFT Plazas / Decrypt

AI

• Coca-Cola: Uses AI to Revamp Their Iconic “Holidays Are Coming” Ad

  • Coca-Cola’s 2024 Christmas campaign updates the classic 1995 “Holidays Are Coming” ad, making it the brand’s first fully AI-generated commercial.

  • The ad was created in partnership with Pereira O'Dell, Silverside AI, and Secret Level, leveraging advanced tools like Stable Diffusion, Runway, and Director Magic to produce 110 customized versions in just days.

  • Coca-Cola used AI to save on production costs and streamline the creative process, aligning with its "dual velocity" approach to innovation.

  • While pre-testing showed positive consumer reactions, the ad sparked online criticism over visuals and concerns about AI replacing human creative teams.

  • Source: YouTube (LLLLITL) / The Wrap / Marketing Week / Forbes

Gaming / Metaverse

• Paramount: Brings Teenage Mutant Ninja Turtles to Fortnite Creative Mode

  • Paramount and Epic Games introduced Teenage Mutant Ninja Turtles (TMNT) into Fortnite and Fortnite Creative.

  • Players can experience “TMNT Dimensions [Roguelike]”, a fast-paced game where they defeat enemies, earn coins, and unlock upgrades to beat Shredder.

  • TMNT assets, including templates, weapons, prefabs, and NPCs, are also available to via Fortnite Creative, allowing players to design their own arcade-style games using brand IP.

  • Source: Fortnite (TMNT Dimensions) / The Verge / Bleeding Cool

• Chupa-Chups: Launches Quest-Based Experience in The Sandbox

  • Chupa Chups City debuts in The Sandbox metaverse with a candy-themed quest-based activation.

  • Players can complete 30 quests, such as collecting candy flavors, helping citizens, making music with Melody Pops, and breaking piñatas to gather rewards.

  • Rewards include exclusive NFTs, offering themed wearables that can enhance player performance.

  • Source: The Sandbox (Chupa Chups City)

Roblox

• Monster Jam: Joins “Car Dealership Tycoon” on Roblox for Third Year

  • Monster Jam integrates into "Car Dealership Tycoon" on Roblox for the third consecutive year.

  • The experience was developed in collaboration with video game development company GameFam.

  • Players can build and customize car dealerships while engaging in activities such as racing and exploring with Monster Jam vehicles.

  • Source: Roblox (Car Dealership Tycoon) / Monster Jam / LinkedIn (GameFam)

• McDonald’s: Offers IRL Happy Meal Toys from Roblox’s “Pet Simulator”

  • McDonald’s is partnering with BIG Games’ “Pet Simulator”, a popular Roblox game, to create a special Happy Meal promoting the “joy of giving.”

  • Each Happy Meal includes two Pet Simulator toys—one for the child and one wrapped to share with someone else.

  • The promotion runs from Nov. 26 to Dec. 16, 2024, at participating McDonald’s locations in the US.

  • Source: McDonald’s / Roblox (Pet Simulator 99)

• FIFA: Debuts Club World Cup Trophy in Roblox’s “Super League Soccer”

  • FIFA has unveiled the 2025 FIFA Club World Cup Trophy in “Super League Soccer”, the leading soccer game on Roblox.

  • Players can explore a new Trophy Room, complete unique quests, and earn a rare FIFA Club World Cup virtual avatar item.

  • The experience was developed in partnership with Gamefam.

  • Source: Roblox (Super League Soccer) / Roblox (Club World Cup Trophy) / LinkedIn (GameFam)

Chain Reactions!

Coca-Cola’s AI Ad: Lessons on Balancing Innovation and Backlash

Coca-Cola’s AI-generated remake of its iconic “Holidays Are Coming” ad has sparked fresh debate about AI in creative industries. While the campaign highlighted efficiency—delivering 110 customized versions in days—it faced significant backlash, with many saying it lacked the original’s magic.

Interestingly, this summer’s AI-generated Toys “R” Us ad didn’t stir the same controversy. Perhaps Coca-Cola’s deeper emotional connection with audiences explains the heightened response—fans simply hold it to a higher standard.

As brands embrace AI for faster, cost-efficient campaigns, the challenge is clear: use it responsibly. AI should amplify creativity, not replace the emotional touch that makes a campaign resonate. The key? Balance innovation with the humanity that audiences expect and cherish.

Empowering Creators with Access to Brand IP

Paramount’s decision to let fans use TMNT assets in “Fortnite Creative” is a great play to drive engagement and reach. By giving creators the tools to build their own TMNT-inspired worlds, Paramount taps into the power of user-generated content, driving impressions while keeping the brand fresh and relevant.

More brands should take note. Loosening the reins on brand expression can help deepen connections through creator-driven content, building loyalty in ways traditional campaigns can’t achieve. It’s a win-win for brands and their fans.

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