Finally, a good use of AI? Coca-Cola's new ad is a branding masterpiece

Coca-cola ad; The Scream painting holds a bottle of Coca-Cola
(Image credit: Coca-Cola)

For decades we've thought that The Scream by Edvard Munch is a representation of existential angst, anxiety and alienation when all along the artist just wanted a bottle of Coca-Cola. The new ad, called Masterpiece, takes us on a tour of some of the world's most famous paintings and sculptures, and it's brilliant. It's also made, partly, using AI.

This new ad comes a year after the brand dropped the ball with its Coca-Cola Dreams campaign and rival Pepsi trolled the soft drink in its own ad, Better With Pepsi. But the Coca-Cola's new Masterpiece commercial (watch it below) is the real thing.

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Editor, Digital Arts & 3D

Ian Dean is Editor, Digital Arts & 3D at Creative Bloq, and the former editor of many leading magazines. These titles included ImagineFX, 3D World and video game titles Play and Official PlayStation Magazine. Ian launched Xbox magazine X360 and edited PlayStation World. For Creative Bloq, Ian combines his experiences to bring the latest news on digital art, VFX and video games and tech, and in his spare time he doodles in Procreate, ArtRage, and Rebelle while finding time to play Xbox and PS5.

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