Coca-Cola has released a new film for the 2025 holiday season entitled “Holidays Are Coming,” once again relying heavily on generative AI. The commercial visually ties in with the iconic “Coke truck” tradition from the 1990s, but translates it into an AI-driven implementation that focuses primarily on winter scenes and animals and largely avoids realistic people. 
What is remarkable is not so much the use of AI itself as the scale behind it: according to several media reports, the film was created in around 30 days from more than 70,000 generated clips, curated and refined by a larger team, including a small group of specialized AI operators. The models used include OpenAI Sora and Google's Veo. 
In the industry's perception, the commercial thus becomes the next test case for the question of how far “classic” brand iconography can be reproduced via generative video pipeline. At the same time, the reactions show that the bar is set particularly high in this area: where Coca-Cola traditionally focuses on nostalgia, warmth, and craftsmanship, any inconsistency is more quickly noticed, whether in movement, consistency, or style.
The bottom line is that the film is less of a technology demo and more of a positioning statement: Coca-Cola is signaling that AI is not just a tool for preliminary work, but should also be used as a production method in brand films. The question remains whether the audience will accept this “new” kind of Christmas magic as an innovation or whether, especially with such traditional assets, they will ultimately miss the human touch.
