The team behind this year’s popular Coca-Cola ad, which was made using artificial intelligence, isn’t worried about the negative reactions it’s received, saying that criticism is to be expected.
Coca-Cola released a short, AI-created video for the holidays last year, and it generated a lot of excitement. Now, in 2025, they’re following up with another ad made using artificial intelligence.
The video features animated animals from around the world posed like people, all excited about the arrival of a Coca-Cola truck which signals the start of Christmas. However, it’s received a lot of negative feedback, with some calling it unoriginal and low-quality.
Several of the artists and the production company, Secret Level, have responded to criticism online, explaining that most viewers aren’t aware of the huge effort involved in creating the project.
The Coca-Cola “Holidays Are Coming” ad is popular as always, but there’s a lot of work that goes into making it. It takes incredible skill, teamwork, and passion – from creating the look and feel to the animation and the story itself.
— Secret Level (@secret__level) November 5, 2025
Production company defends viral Coke AI ad
I was really struck by what they said with the new video. It was all about how there’s no going back now – they’re committed to pushing boundaries and really innovating. They basically admitted things have changed forever, and they’re embracing that! It feels like a really exciting moment for everything they’re doing.
The video was created by Secret Level, a studio that uses artificial intelligence. The team behind it emphasized that even with AI assistance, creating such projects requires significant skill, teamwork, and dedication.
The team posted a video showing how the project came together, with clips of everything from Photoshop work to using AI to change backgrounds.
“This year, it was about more than flexing technology. It was about artistry.”
Keep in mind that this footage might not be genuine. It’s possible it’s been altered using AI, and the voiceover and its script could also be AI-created.
The video showing how it was made also received negative reactions, with one person commenting that it was simply bad and that’s why people were talking about it.
After the clip was released, artist Christopher Fryant, who has worked in the field for over twenty years, shared it on X (formerly Twitter). It’s still unclear exactly what the artists did – whether they created the initial ideas (prompts) for the AI or designed digital elements that were then altered by the AI.
I’m excited to finally share that I worked on the new Coca-Cola commercial! It was a huge project, and everyone involved was dedicated to making it the best it could be. Big thanks to @secret__level and @jasonzada for including me in this amazing experience.
— Christopher Fryant (@cfryant) November 5, 2025
They responded by saying they weren’t bothered by criticism, and that it’s simply part of being in the public eye.
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2025-11-06 07:49