The Iran war is making the best possible advertisement for Chinese renewables. And China knows it

Oil has skyrocketed again. Brent has crossed 90 dollars, WTI is around 87, and the Strait of Hormuz, through which nearly 20% of the world’s oil transits, has reduced its traffic from 138 ships a day to just two. The most interesting thing here is not the price of crude oil but who wins when that happens. Why is it important. Each shock oil is, for China, a free advertisement on a planetary scale of its energy value proposition. Solar panels, electric cars and batteries do not rise in price when there is a war in the Persian Gulf. Natural gas and gasoline, yes. For countries that have been buying Chinese clean technology for years, this week has been the practical demonstration that they got it right. For those who have not yet done so, it is the best sales argument that China could wish for, and on top of that it has not involved a direct expense. The contrast. The US economy is structurally more vulnerable to the shocks of oil than China. The oil intensity of US GDP, that is, how much oil is needed to generate each dollar of economic activity, is notably higher than that of China, the EU or Russia. When crude oil soars, the blow is felt harder by the American consumer, who fills the tank of his car with gasoline, than by the Chinese consumer, whose fleet of vehicles is already almost 50% electric in new sales. In November 2025, electric cars They exceeded 60% of total sales in China. It is not a country in energy transition: it is a country that has already changed fuel in its largest vehicle fleet. And that is without counting the traffic of motorcycles, all electric for many years in several of its large cities, and with much greater volume than in other countries. Between the lines. China produces more than twice as many solar panels as the world is capable of absorbingand its batteries and electric cars are already reaching Western Europe, the Middle East and Latin America. When oil rises, the economic equation for those exports improves automatically, without your government having to lift a finger. An energy crisis in the Gulf acts as an indirect subsidy to its clean industries: it makes everything China sells more attractive and everything it doesn’t sell more expensive. In figures. The clean energy sector already represents 11.4% of Chinese GDP, according to The analysis published by Carbon Brief last month. Without those industries, China would have grown 3.5% in 2025 instead of the 5% recorded. Electric cars and batteries explain 44% of the economic impact of that sector. China installed 315 GW of solar and 119 GW of wind in 2025, more than the rest of the world combined in both categories. Yes, but. China also imports oil, a lot. It remains one of the world’s largest buyers of crude oil, and the conflict over the Strait of Hormuz complicates its short-term supply. In fact, in recent weeks China has increased its oil imports by almost 16% due to uncertainty. That said, In September it already began to make an unusual collection. What changes the long-term equation is not that China is immune to the shocks oil producers, but each crisis accelerates the internal conversion towards renewables and reinforces the export argument against third countries. It is a temporary pain that finances a structural advantage. Furthermore, this scenario leaves a question in the air: whether the world, by purchasing Chinese clean technology, is ultimately exchanging an energy dependency for a technological dependency. In both the United States and Europe this will end up becoming a question as uncomfortable as it is inevitable. In Xataka | On the roof of the world, China is building the largest solar park on the planet Featured image | Nuno Marques

More than 40 years later, many still believe that the best advertisement in history was made by Apple

In a few days there will be an anniversary that may be celebrated in some way by those most veteran or sentimental Apple fans: that of the broadcast of an advertisement so mythical that it has its own name (and what a name): ‘1984’, the first Macintosh advertisement. But not because he gets older does he become forgotten, quite the opposite. To put ourselves a little in context, the kings of consumer computing They were IBM (even with MS-DOS as the operating system), so the launch of a computer designed for easy use and a friendlier graphical interface needed a good presentation. We had to try to break a trend and beat a rival that takes the form of Big Brother in the popular spot, which we will remember now before talking about the curiosities about it. Choosing the moment The Super Bowl is an American sporting event whose millionaire audience has caused the price of a 30-second ad during the broadcast to reach the 3.4 and 4 million euros. It is the grand final of the NFL (the national football league) and also the focus of attention of which brand is the one that has invested a good pinch in starring in those seconds. It is not surprising then that the eighteenth edition of this final (that is, the one in 1984) was the moment chosen by Apple to present an advertisement that broke quite a bit with the usual and that, as we will now see, had notable figures behind the cameras. In fact, as on NPR they remember was repeatedly voted the best ad of all time when it doesn’t even show the product. The cast and the figures In the advertisement we see that the protagonists are, on the one hand, a group of people with similar features and in some way uniformed (the proletarians), and on the other hand, the athlete who ends the broadcast to which they attend (played by Anya Major). And Fred Goldberg, an account executive at the Chiat/Day advertising agency who acted as a liaison between Steve Jobs and the creatives of the ad, spoke about the cast in a book about his experience in advertising. that they remembered on CNN. The executive comments that around 75% of these actors were skinhead and “pretty unpleasant beings,” in Goldberg’s own words. He adds that there were fights and altercations and that the security personnel went with police dogs to control them and that they even harassed the leading actress. There were a total of 200 (uncontrollable) extras. The filming lasted three days (which apparently caused a lot of trouble) and they charged a total of $10,000. The official issue and the previous VIP pass The advertisement was broadcast publicly on January 22, 1984 in the Los Angeles Raiders’ final against the Washington Redskins, in which the former won 38-9 at Tampa Stadium. Although it was not strictly the first time it was broadcast, since Goldberg also says that it was previously shown to evaluate it for the contests. At that time the leaks and leaks They were not as much the order of the day as is the case today with mobile phones, but a lot of care was taken regarding the prior pass condition in petit committee so that there weren’t any. This pass was made at midnight in Twin Falls (Idaho, USA), in the KMVT studios, and the only feedback What he had was that of a television station worker, who called the agency asking what that was. In fact, in Mental Floss They spoke with Tom Frank, the person in charge of making that first showing on December 31, 1983 (after 00:00) of a 60-second version of the spot. Frank explained that he understood the choice of that small station at that time due to the small audience and that he is unaware of the fact that an incorrect date for this screening was revealed to the press, in addition to curious facts such as that they also broadcast the spot “Lemmings” (lesser known) and that he is not personally a user of Apple products. The teachers behind the cameras The announcement had to be somewhat shocking because it was the presentation of the Macintosh, considered the first personal computer with a simple user interface interaction and aimed at a more general (non-specialized) audience. And to create it not only did it have to have a striking theme, it also had to get the best staff. Not in vain was it counted on Ridley Scott for direction, who had directed films like ‘Alien’ and ‘Blade Runner’ a few years before (in 1979 and 1982 respectively). And if you have seen the second one, the advertisement will probably have reminded you of it since it has a futuristic appearance (for the moment) like said production. According to Goldberg, Steve Jobs was very enthusiastic when he was presented with this idea for a spot based on the dystopian novel ‘1984’ by George Orwell. “He (Steve Jobs) was the kind of person who, when you show him something, has a visceral reaction. He was totally into it, he really liked it” Fred Goldberg, Chiat/Day For the executive, that futuristic appearance was very appropriate for the effect they wanted to cause with the advertisement. What we see in it is a group of proletarians with shaved heads who attend to the broadcast of a message by a kind of Big Brother, in which the anniversary of “the Information Purification Directives” is celebrated, until the protagonist enters and destroys everything. The message is the following (we put the original and the translation into Spanish): “Today, we celebrate the first glorious anniversary of the Information Purification Directives. We have created, for the first time in all history, a garden of pure ideology—where each worker may bloom, secure from the pests purveying contradictory truths. Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We are one people, … Read more

McDonald’s has not learned from Coca-Cola and has presented a Christmas advertisement made with AI. The reactions have been even worse

Everything indicates that the negative reaction to use of AI in Coca-Cola Christmas ad It has set a precedent… but it has not discouraged large corporations. MacDonald’s has made its own greeting with synthetic images and the reaction has been so overwhelmingly negative that the company has decided to remove the spot from social networks. Once again, issues such as creativity, aesthetics, profitability over ethics and, above all, what majority reactions they are generating are put on the table. What has happened? McDonald’s Netherlands has withdrawn its Christmas campaign generated entirely with artificial intelligence after facing a avalanche of criticism on social networks (and after being forced to disconnect comments on their profiles). The advertisement, ironically titled “It’s the most terrible time of the year”, is a perversion of the classic Christmas carols, and showed disasters with a festive atmosphere: traffic jams in which Santa Claus is involved, rebellious fir trees, unpalatable family members… the whole pack of suffering of these dates, to remind us that at least we have McDonald’s left. The problem. As happened with Coca-Cola, the problem is twofold. Aesthetically, the result is spooky.: Disturbing physics, expressionless faces, slapstick humor taken to the extreme because of that strange elastic and surreal violence of the AI. But above all, it makes viewers and critics wonder about the ethical legitimacy of this type of operationswhich completely dispense with human capital to produce more and faster. We are facing the first steps of an experimentone that corporations will put into full gear as soon as public rejection eases. Who has done it. The burger brand had entrusted production to the Californian duo MAMA (Mark Potoka and Matt Starr Spice), together with the AI ​​division The Gardening.club of the studio The Sweetshop. In a post that has since been deleted, the directors defended their work: The announcement required “seven intense weeks” of work, investing in it “more hours than in traditional production. Their central argument: “AI didn’t do it. We did it.” The controversy with Coca-Cola. The McDonald’s disaster represents the year’s second major Christmas controversy involving AI-generated advertising. A month ago Coca-Cola ignited a similar debate by launching its remake of the iconic 1995 ‘Holidays Are Coming’ spot, this time produced using generative artificial intelligence and starring animals… after the poor reception that a spot with the same concept but starring people had in 2024. The Atlanta multinational hired three specialized studios (Secret Level, Silverside AI and Wild Card), but the reaction from the public and critics was devastating. A reflection on that rejection, in reference to the 2024 ad with non-existent humans: Tim Halloran, who worked for a decade in Coca-Cola’s brand management division, stated that the campaign constituted “a violation of the brand promise” of Coca-Cola since, “for years, the core of that brand has been the idea of ​​authenticity.” Toys R Us too. Ahead of Coca-Cola’s first spot, in June 2024, Toys R Us debuted “the first commercial ad created with Sora,” OpenAI’s text-to-video tool. The one-minute spot narrated the origins of the company through its founder Charles Lazarus, combining images of the boy who would end up creating the store with the mascot Geoffrey the Giraffe in completely synthetic sequences. The industry reaction was almost unanimouswith people like Joe Russo stating in X that the ad It was “shit”. The impact on brand perception was measured Marketing-Interactivedocumenting negative reactions from 53.4% ​​of the spot’s viewers. The problem of authenticity. Behind the rejection of these ads there is a deeper problem than mere poor technical execution. In December 2024, NielsenIQ published research that revealed how viewers cognitively processed AI-generated advertising, and the result was not very promising: consumers consistently rated these contents as “annoying,” “boring,” and “confusing,” even when the technical quality was high. Neeraj Arora, professor at the University of Wisconsin-Madison, explained why the rejection is particularly acute in the Christmas context, with special attention to the Coca-Cola spot: “The holidays are a time of connection, of community, of coming together with family, and that’s a big part of what the holidays are about. But when you introduce AI into the mix, it doesn’t fit: it doesn’t fit with the festive moment, but also, to a certain degree, it doesn’t fit with Coca-Cola and what the brand stands for.” Christmas, traditionally a space of emotional authenticity, collides head-on with the synthetic nature of AI. Controversial results. The cases of McDonald’s and Coca-Cola illustrate a contradictory reality: the speed of production and cost savings that AI promises do not necessarily compensate for the loss of emotional connection with audiences. The consumers are developing rapidly the ability to identify synthetic content, and their immediate reaction is rejection. In Xataka | The secret formula of Coca-Cola is in a safe in a town in Valencia. The same one who claims his authorship

Coca-Cola has made an advertisement again using AI

The snow is coming back (well, that remains to be seen), the gifts and Mariah Carey. And, of course, the annual announcement of Coca-cola recovering its traditional Santa Claus, the Nordic landscapes that look like a model and the company’s trucks decorated like Christmas trees. Last year there was controversy because the announcement was entirely made by AI and It was creepy.. This year it is clear that Coca-Cola does not seem to care too much about negative opinions. The advertisement. The brand has digitally recreated his iconic ad’Holidays Are Coming’ from 1995, where the trucks decorated with Christmas lights in a caravan style were seen for the first time. There were real people who greeted and responded with wonder to the arrival of the Coca Cola shipment, but this time the substitution for animals has meant that AI is needed for the realization. Why not opt ​​for CGI animation, which artificial intelligence clearly seeks to imitate? This commitment to technology seeks to modernize a traditional advertising symbol, but has sparked an avalanche of criticism on social networks and among creative professionals. Why it is controversial. Above all, there is how visually artificial the advertisement is: animals with dead looks follow one another in an advertisement whose nature does not leave much room for innovation, but in this case it moves visually along paths traveled a thousand times. Then there is a more spiritual complaint: The naturalness and warmth expected in a traditional Christmas advertisement is nowhere to be found here. The original ad may have been corny, but at least it contained some legitimate invocation of the Christmas spirit. This is a spot made by machines that generates a certain nostalgia for a more analog and artisanal spirit, which we associate with Christmas. And of course, heThe controversy also spreads to the ethics of using AI: Leaving aside the convenience or not of using real actors, even with the decision to use animated characters, many would have found it preferable to hire a specialized studio. What Coca-Cola says. The company has talked about “innovation and creative efficiency.” Pratik Thakar, vice president and head of generative AI at Coca-Cola, said: to The Hollywood Reporter that “AI allows us to substantially accelerate the production process”: tasks that traditionally required an entire year can now be completed in just one month, making it easier to launch campaigns more quickly and flexibly. AI also facilitates immediate access to a historical archive of spots, which can serve as inspiration for new campaigns. The art of AI. This is not the first time that Coca-Cola has partnered with studios linked to AI to make spots (three have participated in this one: Secret Level, Silverside AI and Wild Card). For example, in his ‘Masterpiece‘2023, artificial intelligence was used to animate a large part of the spot, but this one was better received: despite the use of these tools, there was a defined art direction and with an intention, not a mere intention to save costs. Vacation again. In 2024, Coca-Cola used AI to Complete your Christmas announcement. Already then they sought to renew the classic ‘Holiday Is Coming’, but the result was harshly criticized: At that time the video generation was in a much lower state of development than it is today, and the wrong decision was made to include people in the advertisement, evoking the spot from the nineties. The errors are multiple: deformed trucks, wheels that do not turn, frozen elements, apart from the now traditional empty and expressive look of humans generated by AI. And above all, it put Coca-Cola’s “betrayal” of the Christmas spirit on the table for the first time. And next year, another (possibly). Many buts can be put to these spots, but as Thakar has made clear, if the only thing that interests the company is economic effectiveness, it is certainly something that cannot be competed with. We are condemned, it seems, to many more festive advertisements with glazed looks, frozen gestures of hysteria and animals that appear to be in the process of being desiccated. In Xataka | The “divorce” between Coca-Cola and Nestlé leaves a big question: who owns the “formula” of the soft drink

Your advertisement system leaves it exposed to a sanction under the DSA

Tiktok has one Announcement Library. Is available in any browserit is not necessary to have an account on the platform and, in theory, it allows us to consult what brands are announced, what content they promote and what type of users are directed. All this is part of an obligation imposed by the Digital Services Law (DSA) to the big online platforms. But there is a problem: according to the European Commission, which Tiktok offers is not enough. This Thursday, Brussels has notified the Chinese company its first preliminary conclusions after a Open research in February 2024. According to the official statementTiktok would not be providing key information on the content of the ads, the profile of the users to whom they are directed or the entities that finance them. Nor does it allow exhaustive searches within the repository. And that, for the commission, limits the real utility of the tool. A legal requirement that goes far beyond marketing These obligations are not a simple recommendation. The DSA, in force since February 2024, imposes strict rules on Vary Large Online Platforms (Vlops)that is, those that exceed 45 million monthly users in the EU. Tiktok is part of that list since April 2023 and, as such, must meet a series of Additional requirements in terms of transparency, protection of fundamental rights and control of systemic risk. This is the Tiktok advertisement library These requirements include the creation of a public repository of advertisements accessible to anyone. Its objective is to facilitate the detection of fraudulent campaigns, misinformation, undercover operations or attempts at electoral manipulation. Open access to this information also allows researchers, authorities and civil society to audit the advertising behavior of the platforms. In the case of Tiktok, Brussels believes that current mechanisms may not be complying with current legislation. The diagnosis, although preliminary, is based on the Internal Document Analysisfunctional evidence of the tools and interviews with experts, as detailed by the commission in its official note. What can happen from now The investigation is in a preliminary phase, which implies that Tiktok still has the right to review the file and present written allegations. But if the Commission confirms its conclusions and determines that there is a breach, it may issue a formal decision that activates the sanctioning regime of the DSA. That can translate into a fine of up to 6 % of the annual global billing of the company, in addition to reinforced supervision measures. In statements collected by Reutersa company spokesman has affirmed that Tiktok remains committed to improving its transparency tools and supports the objectives of the regulation. However, he has shown his disagreement with some of the interpretations of the Commission and has indicated that the conclusions are preliminary, not “clear public guidelines.” It has also requested conditions of equality and a coherent application of the regulations. Images | Swello In Xataka | We knew that LaLiga IPS blocks have been massive and indiscriminate. What we didn’t know was to what extent

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