VW’s 70th anniversary video ‘resurrected’ the artist along with his daughter, Maria Rita
The Conar (National Council for the Self-Regulation of Advertising) has opened an anti-advertising ethics committee that “resurrected” Elis Regina along with her daughter, Maria Rita, in the Volkswagen 70th anniversary ad. Alright then. But not for the obvious reason.
The obvious reason would be an alleged moral error on the part of the agency responsible for the deepfake that presents the singer, who died in 1982, as if she were alive singing “Como Nosso Pais”, from Belchior, with her daughter.
Personally, I didn’t feel the least bit offended and I think it was a decision taken by the artist’s family, heirs of Elis Regina’s estate. And the decision of the family seems clear to me when one of her children plays with her.
The cheating occurred due to complaints from fans, who consider themselves heirs to the artist’s work or image (or both), according to a statement from the agency: “Conar has opened an ethical representation against the campaign ( …) motivated by consumer complaints.” How relevant this is is also secondary.
The successful continuation of the struggle is the establishment of the first debate on the ethical boundaries regarding the use of Artificial Intelligence in mass content. And again: on the concrete fact.
Until then, everything sounded like a threat: “if they record three seconds of your voice, they can assemble a robot that will speak as if it were you, make you impersonate you in a kidnapping situation, for example, and force an immediate rescue ”. Or worse: “if they have pictures of you, they can manipulate a video that also deceives your mother”. In both cases they are like pee in the pool: once released, they are practically impossible to collect. And it is always much more productive to discuss the “is” rather than the “if,” reality over hypothesis.
So the discussion has to start (actually it should have started a long time ago). Both with advertising, which, again, I particularly liked.
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.
