The criticism of Coke’s latest festive harbinger has been stinging, and in many ways it was inevitable. The internet has already dissected every odd frame, from the inconsistent animal characters to the truck wheels that seem to multiply or disappear from one shot to the next.
The truth is, most of the audience won’t care about those technical quirks. Many people are still captivated by what AI image and video generation can accomplish, and years of uncanny-valley CGI in mainstream films have softened our collective sensitivity to visual weirdness. But there is a deeper issue here. A lot of viewers will hold the quiet belief that AI is the cheap alternative to the real thing. When a global giant like Coca-Cola leans on it so prominently, it creates the impression of corner-cutting, of a brand choosing convenience instead of craftsmanship. Several commentators have suggested that a specialist animation studio could have produced more engaging characters and, likely, a more heartfelt result.
I say this as someone who has adored Haddon Sundblom’s work for years. His sumptuous paintings illustrating mid-twentieth century American family life are some of my favourite of any artist. And his brilliance in depicting Santa Claus in all his red magnificence is borne out by Coke still using a version of his character in their seasonal advertising to this day. His work had a warmth, richness and sincerity that still defines the brand’s seasonal identity and the very character of Santa himself. That spirit is hard to find in this year’s advert. The visuals feel oddly hollow, coated in a sugary sentiment rather than genuine charm.
Perhaps the problem is one of effort. Not simply because the creative concept is a familiar retread of the “red trucks delivering Christmas cheer” storyline, but because the AI underpinnings are impossible to ignore. I rewatched the 1995 original not long ago and, while it is grandiose and a little ridiculous, it still feels satisfying and complete. It has intention. It has heart. It is, quite simply, a stronger piece of festive advertising than the 2025 version.
Coke helped define the commercial language of Christmas for generations. Which is why this year’s attempt feels so slight. When a brand that once set the standard now feels like it is chasing the trend, the magic becomes harder to find.
