Wunder Creates Some Wonder.

Award-winning agency Wunder explored using AI to create a holiday ad campaign of its own. This was a response to the 2025 Coca Cola holiday message "Real Magic" as well as the state of AI in the Advertising industry. The result? "The TrAIn". A wholly AI-generated holiday commercial. 

The agency started by asking the questions everyone’s been thinking: AI has been the biggest buzzword of 2025—but is it here to steal our jobs, streamline our workflow, or replace production altogether? As a team that values big, human ideas, they decided to put the hype to the test. Could today’s best AI tools follow the familiar formulas and create a classic holiday spot of their own?

 

To start, we made AI watch all of the classics from Apple’s “Misunderstood” to Amazon’s “Joy Ride” and the entire John Lewis collection in-between. From there we were pitched concepts, scripts, storyboards, casting, and eventually went to production on a completely AI spot called “The Train."
Stephen Flynn, Creative Director, Wunder

From there, the agency pushed the spot into “production,” running it through a stack of AI tools to cast characters, scout locations, generate footage, compose music, build sound design, and even colour-correct the final cut. A week later, they had everything needed for a holiday ad engineered to tug at the heartstrings—everything except the one thing AI can’t fake: actual human magic.

As an agency that values big ideas—and believes AI is steamrolling creativity rather than elevating it—they saw this project as a commentary on where our industry is headed. And as a not-so-subtle jab at the Coca-Cola AI holiday spot that got roasted last month, they ended the film with: “Real magic requires real people.”

Conclusion? Looks like our jobs are safe after all.

CREDITS

Script & Creative: ChatGPT
Casting & Wardrobe: Augment Code
Location Scout: Qwen Image
Director of Photography: Nano Banana
Video Production: Google Flow (Veo 3.1)
Colour Grade: Imagen AI
Music & Sound Effects: Eleven Labs
Creative Director and Prompt Engineer: Mike Postma (Human)
Creative Director and Video: Stephen Flynn (Human) 

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A sharp, timely take on today’s creative tools—AI versus human-made— a lot to chew on.