Action, which had the help of Artificial Intelligence, is signed by AlmapBBDO
Volkswagen do Brasil presented, this Tuesday (4th), its new institutional campaign, developed by AlmapBBDO. With the help of artificial intelligence, Volkswagen provided a reunion between Elis Regina and her daughter Maria Rita.
To the sound of ‘Como Nosso Parents’, by Belchior, and eternalized in Elis’s voice, they star, for the first time, in an exciting duet through technology.
The film brings this fictional moment and starts with Maria Rita behind the wheel of the ID.Buzz, which is the 100% electric version of the Kombi. On the same road, the mother, Elis Regina, continues driving the classic Kombi.
Together, they sing ‘Like our fathers’, showing that ‘the new always comes’. Meanwhile, some iconic classics of the brand appear in a wistful way, ending with the message ‘Volkswagen, success that passes from generation to generation’.
“Volkswagen do Brasil is committed to being a company that is increasingly humane and close to people. And nothing is more exciting than promoting an unprecedented meeting between mother Elis Regina and daughter Maria Rita, two music icons that are in the hearts of of Brazilians, as well as Volkswagen do Brasil, which this year celebrates its 70 years of history and success in the country”, said Volkswagen do Brasil’s Sales & Marketing vice president, Roger Corassa.
To illustrate this moment, the recording of the reunion combines the transmission of a series of memories of the classics and also popular Brazilian Volkswagen cars, such as, in addition to the Kombi, the Gol, the Beetle, the Brasilia and the SP2, which now gives way to brand’s new portfolio, including the 100% electric models ID.Buzz and ID.4, in addition to SUVs with the highest safety rating: T-Cross, Nivus and Taos, pickup trucks, the Virtus, which is the newest sedan on the market, and Polo. The choice to have the two great artists, synchronizing with the memory of several successes from different times of Volkswagen do Brasil was precisely to revive and pay homage to the various remarkable generations of the Country.
“The Volkswagen do Brasil 70th anniversary campaign is a tribute to the arts of making music and cars, products that enchant and move people. This mother-daughter meeting between Elis Regina and Maria Rita, in addition to being emotional, also reinforces the DNA of brand in technology and innovation, bringing the use of trained artificial intelligence to make Elis’s facial recognition. by Elis; the action uses the singer’s original voice. This is a gift that Volkswagen offers in its 70th anniversary celebration: one of the biggest intergenerational meetings in music and cars. And only Volkswagen could provide this homage to Brazilians. We are one brand with history with Brazilians and this tribute was a dream for all employees and customers who were and are part of the Volkswagen family”, says Livia Kinoshita, executive manager of Marketing Communication at Volkswagen do Brasil and SAM.
Interpreter of classics such as Águas de Maro and O Bbado e a Equilibrista, Elis Regina passed away 41 years ago, when Maria Rita was only four years old. In this way, this is the first time that they star in a song together.
Meeting created by Artificial Intelligence
Created by AlmapBBDO and produced by Boiler Filmes, with scene direction by Dulcidio Caldeira, the film featured artificial intelligence technology specifically trained for Elis Regina’s facial recognition, unlike what is done in AI projects that use technology pre-trained to from generic data. Agency and producer teamed up with a specialized American post-production company with a repertoire of projects carried out for the Hollywood film industry. For days, the AI received extensive training with different technologies, combining the stuntwoman’s performance with Elis’s movements and images, arriving at the unprecedented and surprising result of the singer’s face.
“This work represents a lot for all parties involved. In it, there is the history of Volkswagen with Brazilians, the interrupted history of Elis Regina and Maria Rita and, for us at AlmapBBDO, there is our history of more than 60 years together with brand in Brazil. The campaign uses sophisticated technology for a very human purpose: emotion. We are promoting an unprecedented duet that was only possible in the imagination and that now becomes absolutely real during the two minutes of the film”, comments Marco Giannelli (Pernil) , CCO of AlmapBBDO.
In addition to the premiere on open TV, the communication strategy relies on Out of Home materials, digital media and activations at The Town, a music festival sponsored by Volkswagen do Brasil and to be held in September 2023 at the Interlagos Circuit , in So Paulo (SP), and that Maria Rita is among the attractions.
