The action was co-created between Magalu’s social media strategists and the Ogilvy Brasil agency team.
The Volkswagen campaign that united Maria Rita and her mother, the singer Elis Regina who died 41 years ago, through Artificial Intelligence became a topic on social networks since its launch. Between praise and criticism, Internet users did not fail to compare Lu, from Magalu, with Elis’ deepfake simulation and joined in the fun.
After the advertisement was launched, Magalu’s monitoring of social networks captured several people who made comments, mainly on Twitter. They called Lu do Magalu for the Kombi advertisement, wrote an internet user. Several others also joked that the singer’s image, made by AI, would be similar to the retailer’s character.
I thought it was beautiful that they called Magalu for the role of Elis Regina
— caiooooooooo (@CaioMeloW) July 4, 2023
This Thursday (6th), Lu, from Magalu, entered the buzz and published a photo on her Twitter saying: No, it wasn’t me in the Kombi! I didn’t even leave the house yesterday! Haha.
No, it wasn’t me in the Kombi! I didn’t even leave the house yesterday! Haha pic.twitter.com/s4tHUS0AhW
— Lu do Magalu (@magalu) July 5, 2023
The action was co-created between Magalu’s social network strategists and the Ogilvy Brasil agency team. The official profile of Volkswagen do Brasil interacted with the post and invited the influencer for a ride in the brand’s car. It wasn’t you in the kombi, but we’re sure you’ll love taking an ID ride, published the automaker.
It is part of the brand’s content strategy to actively listen to people on social networks and participate, in real time, in conversations that make sense for Lu’s narrative, said Pedro Alvim, senior manager of social networks and influence at Magalu.
It wasn’t you in the kombi, but we’re sure you’ll love taking an ID ride. Buzz, huh, Magalu?
— Volkswagen do Brasil (@vwbrasil) July 5, 2023
