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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Ian Dean
Editor, Digital Arts & 3D

Ian Dean is Editor, Digital Arts & 3D at Creativebloq, and the former editor of many leading magazines. These titles included ImagineFX, 3D World and leading video game title Official PlayStation Magazine. In his early career he wrote for music and film magazines including Uncut and SFX. Ian launched Xbox magazine X360 and edited PlayStation World. For Creative Bloq, Ian combines his experiences to bring the latest news on AI, digital art and video game art and tech, and more to Creative Bloq, and in his spare time he doodles in Procreate, ArtRage, and Rebelle while finding time to play Xbox and PS5. He's also a keen Cricut user and laser cutter fan, and is currently crafting on Glowforge and xTools M1.