Marco Gianelli revealed how the idea for the campaign was born and commented on its impact: ‘I would never put Elis in an advertising spot at the fair’
The commercial that brought the singer Elis Regina doing a duet next to his daughter, Maria Ritacontinues to generate debates on social networks on the use of the voice and image of deceased artists artificial intelligence. This Friday 7, the manager of the Volkswagen countered the criticisms.
While the ad moved some internet users, others saw the dangers of the technology and said it lacked respect for the artist’s memory. However, Marco Gianellione of the leaders in the creative area of the AlmapBBDO agency and responsible for the spot, said that the idea was approved by Elis’s children.
In an interview with Uol, Marco explained that the approval took place at the very beginning, in the negotiation process: “First of all we should have fascinated Maria Rita, because we wanted her to participate, and her two brothers (Pedro Mariano and Joao Marcello Boscoli), also responsible for the image of Elis. She was hooked on the idea, the brothers too, and all the approvals went through the three of them.”
“If the daughter is at ease and happy, if the reaction of the family and the people around her is a beautiful thing, pass this tranquility of being on the right track. I think we need to discuss everything. It’s a right I don’t like , to express yourself,” the advertiser stated.
Gianelli explained that, for the development of the campaign, there was a sensitive look at the legacy of Elis Regina. “I think it’s all part of the delicacy too and what we’re going to do. I would never put Elis in a commercial at a VW show,” she said.
“Today it is easy to find a glass ceiling, an alleged glass ceiling, or clickbait (clickbait) for criticism (…) There are always the architects of chaos, we go through it. Regardless of the job, we can always have problems ( …) We will almost always be questioned, but I prefer it this way than if we could not say anything,” he reiterated.
countryside idea
The advert celebrates the 70th anniversary of the automaker in Brazil and of used cars deep fakea technique of overlapping voices and expressions, to compose the duet sung by mother and daughter in the piece “Como Nosso Pais”, by Belchiorrea classic from the 70s.
The piece came out this Monday 3 and marks the return of the Kombi to the market after 10 years. The commercial shows Maria Rita and Elis Regina driving two different models of the car. — the daughter, with the electric version launched by Volkswagen, called ID.Buzz. The mother, on the other hand, appears in the traditional “van” of the German brand.
According to Marco, the idea for the campaign was born in September last year and the team aimed to portray the past and the future: “Everyone has a story with a car of some make, in a Beetle, Brasilia, in a Kombi or in a Gol (…) At the same time, the brand is in a different moment, of electrification, of hybrid cars, of a very large investment for the next few years”.
“In this creative process, we asked ourselves what was the most iconic name in Brazilian music and Elis came to mind. Along with this, we still have Maria Rita, his daughter, who continued this story. It was then that we thought to unite the two,” he revealed.
Aiming to “touch people’s hearts,” the publicist and his team took the video script to the brand, which approved it, and then to Elis’ children.
“Today the commercial seems relatively straightforward, but for the few people we told about the process, people got goosebumps. They were 9 months pregnant. The process was exhausting, but it was an extremely enjoyable time.” , he said.
@estadao
ELIS REGINA ‘AI’ VERSION The meeting between Elis Regina and Maria Rita, separated after Elis’ death when her daughter was only 4 years old, can already be seen in a Volkswagen advertisement thanks to artificial intelligence (AI). The advertisement, which celebrates the 70th anniversary of the Brazilian car manufacturer, used deep fake, a technique of overlapping voices and expressions, to compose the duet sung by mother and daughter in the song “Como Nosso Pais”, by Belchior, a classic from the 70s. #AI #artificial intelligence #elisregina #kombi #volkswagen
original sound – Estadão
Source: Terra
Earl Johnson is a music writer at Gossipify, known for his in-depth analysis and unique perspective on the industry. A graduate of USC with a degree in Music, he brings years of experience and passion to his writing. He covers the latest releases and trends, always on the lookout for the next big thing in music.
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