Photo source: Coca-Cola
Coca-Cola unveiled its new holiday campaign, “Refresh Your Holidays,” on Monday, November 3. The campaign features two fresh ads and immersive brand experiences. Developed by WPP Open X, led by VML with support from EssenceMediacom, Ogilvy, and Burson, the initiative launches today. It combines artificial intelligence with traditional creative techniques to reinvent the iconic “The Holidays Are Coming” concept, which has been a cornerstone of Coca-Cola’s festive advertising for over three decades.
Coca-Cola’s holiday campaigns have faced their share of criticism, particularly after last year’s AI-based effort sparked debate both within the industry and among the public. Nevertheless, the brand has once again incorporated AI to update its classic “Holidays Are Coming” theme, this time stressing that the campaign is the result of “a collaboration between human creativity and cutting-edge technology.”
“Building on last year’s campaign, this evolution truly embodies our commitment to inspiring human connection and uplifting moments especially during the holiday season,” said Islam ElDessouky, global vice president, creative strategy and content at Coca-Cola, in a statement.
This year’s campaign brings back the iconic convoy of glowing red trucks winding through a snowy landscape, spreading holiday cheer to both people and animals. Polar and panda bears appear together on screen, accompanied by the unmistakable choral score that builds to a festive climax. The commercial uses a hyper-real visual style created from over 70,000 video clips, resulting in a cinematic look that blends human artistry with AI-driven production. Updated character designs, such as playful squirrels, highlight how artificial intelligence is increasingly embedded in Coca-Cola’s visual storytelling.
“This year, our iconic Coca-Cola holiday campaign strives to encourage a moment of refresh and much-deserved break for all those who tirelessly work behind the scenes to craft the magic of the season,” ElDessouky said in a statement.
The campaign also features a 30-second spot titled “A Holiday Memory,” which shows a woman pausing from decorating her Christmas tree. After taking a sip of Coca-Cola, an ornament comes to life, sparking fond memories filled with family moments and festive music, including a vibrant rendition of “Feliz Navidad.” The ad is set to air in North America, Latin America, and the Asia South Pacific region.
