Coca-Cola Refreshes Givers of the Season, Embraces AI-Powered Storytelling in Global Holiday Campaign

Coca-Cola’s 2025 holiday campaign celebrates behind-the-scenes givers with heartwarming films and innovative AI-powered storytelling, inspiring authentic connections and festive joy.

• The campaign features new films, including AI-driven reimaginings of a classic Coca‑Cola holiday spot.
• Coca-Cola Caravans and Truck Tour return, bringing immersive holiday experiences to communities worldwide.
• The brand’s use of AI technology enhances creative storytelling while keeping human creativity at the core.

Celebrating the Magic of the Season with Coca-Cola

Coca-Cola continues its legacy of heartwarming holiday advertising in 2025 with a global campaign celebrating those who work tirelessly behind the scenes to pour their hearts and souls into crafting the magic of the season.

“Refresh Your Holidays” aims to inspire human connection by transforming the hustle and bustle of the season into moments of joy and uplift. The campaign is anchored by three new films: a “A Holiday Memory” and two AI-driven reimaginations of the classic 1995 Coca‑Cola spot, “The Holidays are Coming.”

“A Holiday Memory”, which will air in North America, Latin America and Asia South-Pacific, shows a busy mother preparing for the holidays. After she sips a refreshing, ice-cold Coca‑Cola, she discovers a magical ornament that reminds her what the season is all about.

“Building on last year’s campaign, this creative truly embodies our commitment to inspiring the ‘Real Magic’ of authentic human connection during the holiday season,” said Islam ElDessouky, Global Vice President Creative Strategy & Content. “We’re saluting people around the world whose generous acts of goodwill help make Christmas the most special time of year and rewarding them with the refreshment and uplift only Coca‑Cola can deliver.”

The creative challenge for a brand like Coca‑Cola with such a deep, longstanding association with the holidays, ElDessouky said, is staying true to its core values and what fans expect.

“We consistently hear that consumers around the world don’t feel it’s Christmas time until they see the timely and timeless Coca‑Cola advertising they know and love,” he explained. “While our expression changes year after year, the fundamentals stay the same. Because what people truly desire is the authentic, genuinely touching storytelling that makes Coca‑Cola special.”

“Refresh Your Holidays” features Coca‑Cola as the essential drink of choice for seasonal celebrations. “We were very conscious this year about placing the product at the heart of the creative so people continue to fall in love with both the beverage and the brand,” ElDessouky added.

Beyond the screen, The Coca‑Cola Caravans and Truck Tour will make its return in November and December, delivering immersive experiences and festive celebrations in communities around the world. The fully integrated campaign also will feature out-of-home creative, in-store merchandising and more.

Bringing AI Innovation to Holiday Storytelling

Coca‑Cola continues to embrace the powerful combination of human creativity and cutting-edge AI technology in its holiday storytelling. The brand teamed up with San Francisco-based studios Secret Level and Silverside AI for a pair of refreshed takes on “The Holidays Are Coming” that push the boundaries of technical precision, cinematic storytelling and production quality.

“Leveraging advanced GenAI tools, we controlled every cinematic detail, from camera angles to physics-driven realism, with intuitive visual annotations mimicking a director’s workflow,” said Pratik Thakar, Global Vice President & Head of Generative AI. “Most revolutionary is our seamless narrative continuity and character consistency, crafting immersive stories that resonate deeply. This is more than filmmaking — it’s a transformational leap into the future of creativity and technology"

AI tools continue to streamline creative workflows. For example, teams can now quickly and efficiently produce different versions of a film for different audiences or geographies, turbo-charging expression and offering creators unprecedented freedom and control.

Human Creativity at the Heart of Coca‑Cola Advertising

Human creativity remains at the heart of Coca‑Cola advertising, Thakar said, noting that the music used in the films was performed and sung by real artists.

“We’re committed to using AI as a human enabler, where it makes sense,” he added. “Creative ambition, direction and thought leadership has and always will be human-led. AI is a superpower when it comes to execution and production, making what was previously impossible possible.”

The company’s investment in AI is a testament to its ongoing digital marketing transformation.

“Last year we set a global milestone with the world’s first entirely GenAI-created film on broadcast media—a bold leap that broke new ground,” Thakar said. “This year’s campaign is another proof point in our journey of emerging technology to rethink how we create and scale content.”

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