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AI-Powered 'Masterpiece' Ad Carries Coca-Cola Bottle on a Voyage Through Artistic Eras

Coca-Cola's latest 'Real Magic' campaign, 'Masterpiece', brings the iconic Coke bottle on an artistic journey through time, featuring works from classic and emerging artists.

Coca-Cola has brought to life the artistic history of its iconic bottle in its latest 'Real Magic' global campaign titled 'Masterpiece'. This captivating ad campaign showcases the classic Coke bottle traversing through the timeline of artistic masterpieces, including Andy Warhol's renowned painting of the same.

The ad delves deep into the dreamscape of a young artist, dozing off in an art gallery. He witnesses a surreal spectacle as the renowned canvases of Vermeer, Van Gogh, Turner, and Munch spring to life. But the artistic journey doesn't stop at the classics. It ventures into the contemporary art realms, highlighting works from emerging artists hailing from Africa, India, the Middle East, and Latin America.

This global campaign, which has already made a mark in Latin America, is geared up to enchant other markets across Asia later this year, celebrating the iconic Coca-Cola's influence on the art world.

Pratik Thakar, Coca-Cola global head of creative strategy and integrated content, emphasized that in 'Masterpiece', Coke doesn't merely appear, it is the story. The diverse collection of artwork from various genres, geographies, and generations converges to inspire a slumping teenager, epitomizing the 'Real Magic' spirit of Coca-Cola: creating human connections and infusing everyday moments with enchantment.

The stunning 'Masterpiece' ad blends live action shots with digital effects and stable diffusion AI to birth a unique animation style. As the Coke bottle moves from one artwork to another, its complexion alters to match the aesthetic of each masterpiece.

Further amplifying the 'Masterpiece' campaign, Coca-Cola plans to support it with 3D billboard executions and interviews with the promising artists featured in the two-minute spot.

Expressing his excitement over this collaboration, Michael Dayton Hermann, director of licensing, marketing, and sales at Andy Warhol Foundation for the Visual Arts, said, "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."