According to the agency, complaints against the campaign came from consumers; the ad reproduced the singer’s image with the help of AI
Conar (National Council for Self-Regulation of Advertising) opened this Monday July 10 an ethical representation against the campaign “VW Brasil 70: The new is back”, which is the responsibility of Volkswagen do Brasil and its agency, AlmapBBDO.
The campaign, launched on July 3, recreated the singer’s image Elis Reginadisappeared in 1982, to sing, in duet with her daughter, Maria Ritathe song Like our parentsIn Belchiorre.
According to Conar, consumers are questioning whether or not it is ethical to use technological tools and Artificial Intelligence (AI) to bring dead people back to life, as carried out in the campaign.
Whistleblowers also question whether such use could cause confusion between fiction and reality for some, particularly children and adolescents. Conar protects the identity of whistleblowers, according to the general data protection law
Attorney Gabriel de Britto Silva sent to Stadium the complaint he sent to Conar, and which was taken into consideration by the institution.
In it, Silva says that the emotion provoked by the commercial also generates discomfort. “It is not even known if he was alive, Elis authorizes the image, even more so for a car manufacturer and for strictly commercial purposes”, reads part of the text.
The complainant further argues that the use of tools such as Artificial Intelligence and deep fakes, used to recreate Elis’ face and movements with the help of an actress, should be discussed by the company and regulated by the relevant bodies.
“Technology does not bring back the dead. It is up to the living who operate the machines to be regulated by the living who receive the consequences of this operation, otherwise the effects will be more unpredictable than the most advanced technology can imagine,” says another excerpt from the complaint.
The author of this representation also questions the fact that the advertisement shows Maria Rita and Elis driving carelessly behind the wheel, which violates one of the annexes of the articles of the Conar Code.
“In automotive advertising (…) The advertisement may not contain suggestions for the use of the vehicle that could endanger the personal safety of the user and of third parties, such as (…) lack of respect (… ) against traffic regulations in general”.
As a rule, the Conar judges the performances within a maximum period of 45 days. OR Stadium has sought out the VW press office and is awaiting the company’s stance on open representation against the ad campaign.
The two-minute Volkswagen commercial divided opinion on the use of the singer’s image, as well as the use of music. Like our parentsfrom Belchior.
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.
