Coca-Cola’s ad is titled “Westside’s Finest” and addresses the fear many of us have about AI.
It is a fact that artificial intelligence is here to stay. It also represents another technological leap where jobs could be lost. But in light of the apocalyptic arrival of artificial intelligence, Coca-Cola wanted to put a little perspective in its latest advertising campaign.
The American multinational has launched an advertisement in which it analyses the changes that society has experienced in the last 50 years. In it, we see the fear of all kinds of technologies that have burst into our lives and how we have adapted to all of them. It doesn’t have to be any different this time.
Coca-Cola – Westside’s Finest
“Westside’s Finest” is the title of the Coca-Cola advert that focuses on the fear of AI. It was produced by a conglomerate of agencies formed by Majority, WPP Open X, Prettybird, UTA and CMC Forecast. The campaign was directed by Kenya Barris.
This Coca-Cola advert is the second installment of “Proud Sponsors” in which the brand has used Hollywood talent to create branded entertainment around the Coca-Cola beverage portfolio and thus create branded content.
The piece shows us the day-to-day life of a small family supermarket over 50 years. It begins with two young people talking about the fear of the emergence of computers in 1975, to which the clerks reassure them with an “everything will be fine.” Year after year we see how new technologies such as the mobile phone appear and how society is changing. In the end, the fear returns about whether artificial intelligence will take our jobs.
According to Alex Ames, senior director of content and creative excellence for Coca-Cola North America: “This is not a commentary on AI. It is a commentary on what is happening in culture, the evolution of culture, and this is how we convey that story.”
For his part, Shakir Moin, president of marketing for Coca-Cola North America: “The only AI used in “Westside’s Finest” is in the back end, where the brand will use AI and machine learning to publish programmatic ads related to the campaign.”
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