Coca-Cola celebrates behind-the-scenes heroes in global holiday campaign

Coca-Cola has unveiled its 2025 holiday campaign Refresh Your Holidays, celebrating the people who bring the magic of the season to life behind the scenes. Blending human creativity with AI-driven storytelling, the global campaign aims to inspire authentic connection and festive joy across markets.

Anchored by three new films, including A Holiday Memory and two reimagined versions of the 1995 classic The Holidays Are Coming, the campaign continues Coca-Cola’s long tradition of emotionally resonant holiday storytelling. A Holiday Memory, airing across North America, Latin America and Asia South-Pacific, tells the story of a busy mother rediscovering the meaning of the season through a simple, magical moment with an ice-cold Coca-Cola.

Islam ElDessouky, Global Vice President Creative Strategy & Content, Coca-Cola: “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. 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.”

Reimagining a classic with AI technology

The campaign also reintroduces The Holidays Are Coming through two AI-powered reinterpretations created with San Francisco studios Secret Level and Silverside AI. Using advanced generative tools, the brand has recreated the iconic holiday spot with a new level of cinematic precision and creative control.

Pratik Thakar, Global Vice President and Head of Generative AI at Coca-Cola: “Leveraging advanced GenAI tools, we controlled every cinematic detail, from camera angles to physics-driven realism, with intuitive visual annotations mimicking a director’s workflow. Most revolutionary is our seamless narrative continuity and character consistency, crafting immersive stories that resonate deeply. This is more than filmmaking — it’s a transformational leap into the future of creativity and technology.”

Blending human creativity with innovation

Despite the use of AI, Coca-Cola emphasises that human creativity remains at the core of its brand storytelling. The music used in the films, for example, was composed and performed by real artists.

Thakar added: “We’re committed to using AI as a human enabler, where it makes sense. Creative ambition, direction and thought leadership has and always will be human-led. AI is a superpower when it comes to execution and production, making what was previously impossible possible.”

Caravans and Truck Tour return for the festive season

Beyond the films, the Refresh Your Holidays campaign brings back the Coca-Cola Caravans and Truck Tour, which will visit communities around the world in November and December. The brand will also support the campaign with out-of-home activations, in-store merchandising, and digital content, ensuring that Coca-Cola remains a symbol of connection and celebration during the holiday season.