A Coca-Cola bottle travels through artistic history in AI-inspired ‘Masterpiece’ ad

Coca-Cola has unveiled the latest instalment in its ‘Real Magic’ brand platform with a new global ad titled ‘Masterpiece’, featuring Andy Warhol’s iconic painting of a Coke bottle.

Delving into the mind of a young artist dozing in an art gallery, a series of famous canvasses come to life including classics by Vermeer, Van Gogh, Turner and Munch, but also more contemporary pieces from emerging artists out of Africa, India, the Middle East and Latin America.




Having already launched in Latin America, the global campaign is set to follow in Asia and other markets later this year in a celebration of the iconic soft drink’s impact on the arts.

“‘Masterpiece’ is not a story in which Coke appears… Coke is the story,” Coca-Cola global head of creative strategy and integrated content, Pratik Thakar said.


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“True to the spirit of the brand—and not unlike the way a synchronised supply chain collaborates to seamlessly deliver ice-cold Coca‑Cola to consumers at just the right time—a diverse collection of artwork spanning multiple genres, geographies and generations comes together to uplift a slumping teenager. Creating human connection and bringing enchantment to everyday moments is what ‘Real Magic’ is all about.”

The stunning spot uses a mixture of live action shots, digital effects and stable diffusion AI to create its unique animation style in which a Coke bottle changes complexion as it passes from artwork to artwork.

‘Masterpiece’ will additionally be supported by 3D billboard executions and a series of interviews with the up-and-coming artists featured within the 2-minute spot.

Andy Warhol Foundation for the Visual Arts director of licensing, marketing and sales, Michael Dayton Hermann added: “We are excited to connect with Coca‑Cola to showcase one of Andy Warhol’s most iconic works alongside some of the world’s most universally loved masterpieces.

“These pieces, paired with works by emerging artists from around the globe, celebrate the inspirational power of visual art through the magical lens of Coca‑Cola.”

AgenciesBrandsCreative and CampaignsNews

1 Comment. Leave new

  • Julie M Perkins
    May 16, 2023 8:09 pm

    It seems that Coca Cola took off with all of the AI images people created and has disabled their AI sight. I know that AI art cannot be copyrighted, at this time, but, still. Come on, Coke, you should know better than to do that. Disclose what you have done with the art and who are the winners.

    Reply

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