The Volkswagen campaign in celebration of its 70 years in Brazil, caused a lot of talk! In the publicity film, Elis Regina, who died more than 40 years ago, due to a cardiac arrest caused by the consumption of alcohol and drugs, appears singing with her daughter Maria Rita. To the sound of ‘Como Nosso Pais’, mother and daughter performed an emotional duet.
The reunion combines with the exhibition of classic and also popular Brazilian Volkswagen cars, such as the Gol, the Beetle, the Brasília, the SP2, the Kombi itself, in addition to the brand’s new portfolio.
Created by the AlmapBBDO agency and produced by Boiler Filmes, the film featured artificial intelligence technology specifically trained for Elis Regina’s facial recognition, unlike what is done in AI projects that use pre-trained technology from generic data.
In the same way that the reunion between Maria Rita and Elis Regina pleased and moved many people, some people saw the use of Elis Regina’s image as “bad taste”.
However, AlmapBBDO carried out a survey of the campaign’s impact, highlighting 50,000 views organic, 2 billion potential impacts, 24 hours a day Trending Topics on Twitter, 99% of positive comments on VW’s networks, first place on Google Trends and Youtube, and even played with the category “Warves sold”, because it is exciting.
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