I approached the writing of this blog the same way I approach all writing tasks: like a painting. A decade ago, back when AI was something that existed in Hollywood and not as an extension of my Chrome browser, this was my first lesson as a copywriter.

You put down rough notes on what you want to say and where. You formulate those notes with relevant research, and you start seeing a structure from there. Once that’s done, it’s time to add layers. Flesh out the sentences and sections, make plenty of tweaks to the structure and content, and rinse and repeat. Eventually, much like adding the finishing touches to an oil painting, the final piece reveals itself.

I’m obviously glossing over several important steps there, but you get the message; it’s a labour of love, one that I like to think shines through when it reaches the reader.

The same can be said of any creative effort. How many times have you sat in awe, thinking about how much behind-the-scenes work went into an explosive movie scene? How often have you listened to your favourite song and been blown away by every note, instrument, and lyric coming together so brilliantly? How many minutes have you spent in smiling silence, admiring your handiwork after battling through flatpack instructions?

Now ask yourself this: how often have you had the same reaction to something AI-generated?

Coca-Cola failed because it lacked heart

It’s not often you can question Coca-Cola’s marketing. Objectively, they’re some of the best to ever do it. They reinvented Father Christmas, making their brand version the universally accepted depiction of the character for generations to come, and married their product with the season through the prevalence of their iconic Coke red.

For 133 years, they’ve focused on emotional connections and product experiences, which is why their latest Christmas ad and use of AI is such a disappointing miss.

If you’ve not seen it yet, the company recently dropped its annual “Holidays are Coming” advert. Following 2024’s foray into AI-generated imagery, Coca-Cola has taken the same approach this year, creating a slightly “better” product, but one that’s still… off.

Viewers were quick to point out inconsistent versions of the AI-generated truck throughout the video, along with a near collision at the 50-second mark, as one truck looks like it’s set to drive straight into a festive crowd. And of course, it has all the usual AI hallmarks: skewed perspectives, blurred details, and unrealistic faces.

But why have they chosen AI slop for a second year running? Maybe they want to show themselves as pioneers of AI, showcasing year-on-year improvements in the quality of their video creations. 

They also claim it cuts costs and production time – great for them, and very harmful to creatives who would have usually worked on the feature.

If that was their goal, it didn’t exactly pan out. After using various prompts to create 70,000 video clips, they quickly realised they needed to bring in costly experts to turn these clips into TV-worthy adverts.

Personally (and with my tinfoil hat tightly fastened), I think they (and other mega brands) are doubling down on AI content so that audiences become desensitised to it – or worse, expect it. Once they do, it becomes a lot easier to cut costs, corners, and creativity.

Why else would a brand that’s spent decades winning the hearts of consumers across the globe take such a punt on a technology that just isn’t there yet?

John Lewis succeeded because it pulled at our hearts

I don’t want to be all doom and gloom (it’s Christmas after all!), so let’s have a look at a company that got their Christmas advert so, so right.

John Lewis rarely misses, and this year’s offering is no exception. “Where Love Lives” continues to uphold the cultural bar that the brand set in 2011 and has made it synonymous with during the holiday season ever since; it pulls at the heartstrings, tackles relatable themes of family, music, and masculinity, and oozes magic.

That magic? It’s the labour of love that’s gone into creating the ad. It’s the meetings, the brainstorming sessions, the “Aha!” moments shared behind the scenes. It’s the absence of AI in the creative process, and the utilisation of it everywhere else. It’s not something you can quantify until you see the final product. 

It’s undeniably either something you have, or something you failed to have.

AI is dead, long live AI

Putting my tinfoil hat to one side, it’s important to point out that I’m not anti-AI. Quite the opposite, actually.

At Yardstick, we’ve had countless discussions about the role of AI, its many, many uses, and where it should and shouldn’t be used. As an agency, I believe we’re on the right side of history in how we utilise this shiny new toy. Always to improve that sacred creative process, never to replace it.

Personally, it’s been an incredible tool for researching ideas and insights ahead of writing that would have previously taken me hours to find.

But once I have that, you can bet your monthly ChatGPT subscription that the writing comes from me. Someone who’s spent a long time working on their craft and will hopefully spend a long time yet improving on it. Someone who agonises over prose and punctuation. Someone, not something.

AI can do so many things and can do most of them better and faster than we ever could. Being creative, capturing a brand’s spirit, and carrying that through their marketing straight to the heart of the audience isn’t one of them. Just ask the thousands of people slating this year’s Coca-Cola ad on social media.

So, next time you’re planning your next big campaign, website, or newsletter, ask yourself: how do you want your audience to feel? Do you want to reach them as quickly, cheaply, and coldly as possible, or do you want to spark a human connection with them? Ultimately, do you want to be Coca-Cola or John Lewis?

Get in touch

Nobody likes to miss the mark when trying to connect with their audience. If you want your clients to feel something when they see your name, we’d love to help.

Email hi@theyardstickagency.co.uk or call 0115 8965 300 to speak to the team.