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With most festive ads this year leaning on handmade animation, Coca-Cola has brought back its AI-generated trucks for a third year. Andrew Tindall argues that audience testing, not comment sections, shows how people really feel.
‘Counter Cultures’ follows a father and son from the factory to three family-run outlets, with murals in four cities and $10,000 for local causes.
The former GE marketing chief, now president of the Forbes CMO Network, says brands should move before it feels safe and expects AI unease to fade within months.
Developed over seven years, the system gives every brand touchpoint a single ‘currency’ for comparing effectiveness, and Coca-Cola hopes it becomes an industry standard.
Ritson calls the brand’s new America250 homage a very good ad but argues the urge to remake classic work reflects an industry obsessed with novelty.
