Coca‑Cola has launched its 2025 holiday campaign, focusing on individuals who contribute to the festive season through acts of kindness. The campaign features a series of films and incorporates artificial intelligence in its storytelling approach.
Islam ElDessouky, Global Vice President Creative Strategy & Content at Coca‑Cola, commented on the direction of this year’s campaign. “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,” ElDessouky said. “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.”
ElDessouky also addressed the challenge faced by brands with a long-standing association with the holidays. “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.”
The company emphasized that while AI technology plays a role in this year’s campaign, human creativity remains central to its advertising efforts. According to Thakar, music for the films was performed and sung by real artists.
