To celebrate the brand’s 70th anniversary in Brazil, Volkswagen launched this Tuesday (4th). A commercial that combines singer Maria Rita with her mother, Elis Regina, who has been recreated with artificial intelligence. While Rita drives ID.Buzz, the 100% electric version of the Kombi, Elis appears in the pilot episode of the original classic Kombi.
The unprecedented duet technology enabled shows mother and daughter singing “Como Nosso Pais” by Belchior. In fact, a quote from the song is the slogan of the campaign, “Always a new one”.
According to the automaker, the purpose of the promotional video is to demonstrate the intergenerational exchange and highlight Volkswagen do Brasil’s strength in its strategy of electrifying its vehicle models.
Volkswagen’s 70 years in Brazil deserve this praise: a meeting of generations as exciting as the beautiful love story between Volkswagen and Brazilians. Watch till the end and share. ?? #VW70 #oNovoVeioDeNovo #VWBrasil #vwBrasil70 pic.twitter.com/szE6rRDY9b
— Volkswagen do Brasil (@vwbrasil) July 4, 2023
Livia Kinoshita, Executive Director of Marketing and Communications at Volkswagen do Brasil and SAM, explained that the images were produced with an artificial intelligence that performs Elis Regina’s facial recognition.
“The combination of tools with the help of neural network technology made it possible to create a perfect blend between the stuntman’s real face and the recreated image of Elis, and the action uses the singer’s original voice,” he noted.
The ad is created by AlmapBBDO, produced by Boiler Filmes, and directed by Dulcidio Caldeira. The agency and production company collaborated with an American post-production company specializing in Hollywood projects. Check out the full video on YouTube below:
viral on social media
The ad resonated on social networks and many spoke about it this morning. Among the most commented topics on Twitter were the words “Elis”, “Volkswagen”, “Belchior” and “Combi”.
The video appealing to nostalgia touched many people who remember not only Elis Regina’s career, but also the classic Combi, which was quite successful after the 60s.
Check out some of the comments below:
The most beautiful thing I’ve seen this year is crying buckets, buckets…
-Rosanna Hermann? (@rosana) July 4, 2023
Volkswagen’s 70th anniversary ad has entered the history of the best and most exciting ad ever made. Elis Regina is an absurd genius ‘alongside’ Maria Rita with different generations of Kombi. What a beautiful thing. pic.twitter.com/SZRV0zAalZ
— Sergio Santos (@ZAMENZA) July 4, 2023
Duet of Maria Rita and Elis Regina
He saved me in the Volkswagen campaign. What a beautiful piece, I love it.— Mabe, writer?? (@mabebonafe) July 4, 2023
wow what a great thing this volkswagen campaign
they got maria rita and elis regina to sing together and I already started my day crying
— luscas™? (@luscas) July 4, 2023
I’m so excited about @Maria Rita and Elis Regina together in Volkswagen’s 70th anniversary commercial. Beautiful. pic.twitter.com/WCvRlJeBZs
— Flavio Costa (@flaviocostaaf) July 4, 2023
Maria Rita and Elis Regina star in Volkswagen’s new 70th anniversary campaign.
Because Combi, which has two different generations, sounds great ‘like our parents’. pic.twitter.com/yui0pABoKD
— Lutty Shima (@luttyshimanutri) July 4, 2023
He was completely shattered by this Volkswagen campaign that united Maria Rita and her immortal mother, Elis Regina.
In time: Her daughter was only 4 years old when her mother passed away. pic.twitter.com/D9bilHBGfY
— Paula Theotonio?? (@paulatheotonio) July 4, 2023
Advertising is not my field of communication. But good taste and sensitivity are independent of acting. I say this to confirm that this piece that unites Elis Regina and Maria Rita is something to put in a painting. One of the greatest of all time. A Golden Lion deal in Cannes. pic.twitter.com/iXpmPre5Hz
—Fred Soares?? (@fredaosoares) July 4, 2023
Source: Tec Mundo
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