New Year's advertisements are an integral part of the holiday season. Brands continue to test technologies. Artificial intelligence is increasingly being used in video creation.
Thus, Cartier presented a New Year's video that combines real-world photography and generative technologies. At the center of the plot is the actor in real scenery, and playful kittens created with the help of artificial intelligence have become his distinctive feature. It is particularly noteworthy that the entire concept is tied to the Panthère de Cartier symbolic line, which makes the video not just a holiday video, but a subtle reference to the brand's core values.
In turn, Coca-Cola also turned to artificial intelligence, but chose a different path. In the new video, viewers see animals waiting for the Christmas miracle instead of people. However, if previously brand advertising was famous for a unique atmosphere of warmth and home comfort, then in recent works, these feelings, according to many viewers, are less expressed. Although the characters created by neural networks are attractive, the advertisement failed to fully convey the magical atmosphere that once existed in Coca-Cola's New Year videos.
Interestingly, both brands deliberately abandoned creating human images using artificial intelligence - perhaps to avoid the storm of criticism faced by some companies and marketplaces following this path. The animals are currently being received relatively warmly by the audience.
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