Idea for a new job:
Become an expert consultant on having just the right amount of AI bullshit in your ads to generate a ton of free engagement (like this thread) without taking away from the effect in people casually watching it who hopefully won’t notice.
Seriously, discussion over this, here and elsewhere, has forced more Coca-Cola branding into my brain than I think I’ve seen in the past year.
Remember: Drink water, or a similar non-coca-cola substance.
Also, a consistent truck design is something a human at any skill level would have gotten right.
But it doesn’t really matter for the ad if it’s the same exact truck, 99% of viewers will never notice and Coca Cola saved thousands on the production on the ad. Not saying it’s good, just stating that’s why they allowed the inconsistent truck into the ad.
And the publicity of being another AI ad.
and look at that - you advertise their product for free. Seems like AI ads worked huh
Working to get me buying local brands. Fuck Coca Cola. Long ass history of being an evil Corpo. This is just one more damn thing they’re doing.
Nothing says happy holidays like a statistical approximation of a truck!
Incorrect. Nothing says happy holidays like a brown, carbonated beverage that tastes vaguely like malted battery acid. It is tradition.
NOW: CONSUME PRODUCT.
unzips wallet
I am so glad you finished that with “wallet”.
meat wallet
I feel like they use enough water as is.
It’s not pure AI, it’s weirder than that.
In one of the ‘behind the scenes’ videos they briefly show a comfyui workflow, essentially a ‘video to video’ workflow. Secret Level most likely makes a very basic 3d animation for the video model to iterate on, essentially slapping on an ‘AI filter’. That’s probably why it took so many people too. They are using ltx-video-2b-v0.9 for those wondering.
Where the ‘70000 prompts’ number comes from, I have no fucking idea.
Coca cola does so many more evil things than this, an AI ad is relatively nothing. I am mainly just looking into Secret Level here.
So, legally, since AI output is public domain, Pepsi (or someone else) could theoretically take this trailer and replace all the Coke logos with Pepsi, and then republish it as theirs, couldn’t they?
They could but why would they want to use such a shitty ad to sell their product?
Because it would be very funny.
For the attention? They could call it an ad campaign.
Honestly, while Pepsi isn’t a great company either, if they made an ad pointing out how much “their competitor” spent in water, electricity, etc. on making an ad using AI, and then included that “since AI-generated content can’t be copyrighted, we stole it and paid an intern 1 million dollars to replace the logo with our own” and then just play the ad with the trucks drawn over like in a school notebook to be blue pepsi trucks with the pepsi logo.
I think if a big company went all in on being a world-class AI hater, they’d do really well. It’s kinda a huge untapped market as consumer sentiment against AI grows because it’s being pushed so hard.
They can probably reuse the individual clips, but not this exact edit. The edit was still done by a human. AI can’t produce an entire coherent sequence of different clips. Generative AI basically can’t produce clips longer than 10 seconds without going wonky, it can’t even transition to a different camera angle in the same clip. Also the audio and music in this ad is copyrighted.
I am not sure if a work derived from output still would be. Otherwise a lot of games will have to get surprise public domained.
IANAL, but from my understanding, anything output from an AI is public domain, although specifically and only the parts that were AI generated.
For example, there was a comic released a little while ago using AI images. The text, and layout could be copyrighted but not the images. From my understanding, this means in games, you can rip imdividual textures and resources, and reuse them, but not the full game. I think that would also make basically the entire coke commercial public domain (so long as the trademark is obscured), since the whole thing is AI generated.
The Coke ad is still edited by a human though. So you probably can’t use the same shot for shot sequence. Like if you created a movie by editing clips together from public domain movies you created a derivative work and that work is copyrightable. Even if you don’t own the copyright on the individual clips you own the copyright on the new creative expression. So people can’t just copy your exact edit. Like the idea is not copyrightable but the execution of that idea is.
So it is not just AI slop, it is bad AI slop. They didn’t even spend the money to find someone who is capable to write the right prompts.
I have to ask, are you an amazing prompt engineer when it comes to very specific porn?
Nope, I don’t play AI.
That sounds exhausting, hope you recover better than ever
and yet here we are, talking about coke.
here it is. this is ragebait. we’re talking about coke. we’ve lost The Game by thinking about it.
there’s coke? where?
Someone put it best in a post published yesterday by the Anon Opin account:
Spending tens, or even hundreds of thousands of pounds on a digital marketing ad campaign, and then using AI generated slop for the actual ads themselves, is a very expensive way of telling people you like to cut corners.
They already did last year.
To be honest, I don’t know anyone who drinks that boomer juice on a regular basis.
I don’t really get the outrage, “Soulless corporation does soulless thing”. Colour me shocked.
They spent millions on this and did something like 27,000 prompts just to get this. It would have hasne cheaper and easier to just hire an animation team
The end result would have been better as well.
This is what I also don’t understand
It matters a little more I think, because Coke’s aesthetic is a part of “Americana” - people collect vintage Coke advertising. (And it’s a broad enough hobby to have niches; I had a professor that was specifically focused on how African Americans have been depicted in Coke ads in his collecting)
If you put any stock into what capitalism promises - Coke ads are supposed to be the best of the best. Coke doesn’t need to advertise to inform you that Coke exists. Coke holiday ads are supposed to be a spectacle, to encourage you to associate things like Christmas itself with the soda. Their advertising has changed how Americans picture Santa even. There were good artists who got paid, and you got advertising that was more to be trying to make you feel positive feelings/some appreciation of the aesthetics.
It’s just another symptom of late stage capitalism - that the interaction between the business and the customer must be hostile. They can’t pretend that their advertising is meant to be for our benefit. Like yeah, obviously as cynic lemmings we know advertisers are always full of shit, but I think for most normies the Coke ads have always been at least mildly interesting part of seeing a movie during the Christmas season.
There are a couple of placeholder ads put on billboards by the billboard company where I live, and one of them literally says “can’t block this ad, huh?” The hostiliy has become palpable.
Fwiw, that’s just an ad for ad buyers.
Yes, exactly.
Trucks 3, 8, and 10 are all the same… whaddo I win?
We know you’re human… for now
