AlmapBBDO & Lay’s: Elaine Trevisan’s AI male voice commentates a Brazilian football match
April 2, 2024
Women in soccer? Not in Brazil. The presence of women in football is still surrounded by a lot of prejudice in the country. Just like other topics that raise heated discussions everywhere, the female presence in matches, whether on or off the field, is an issue that has had great focus among the spectator public. With this in mind, Lay’s, that has been a sponsor of the women’s UCL over the last few years, prepared a social experiment to highlight the need to reinforce respect for women inside and outside the sphere of soccer.
The initiative was created by AlmapBBDO.
Journalist, Elaine Trevisan, receives abusive comments when she commentates a game.
So AlmapBBDO and Lay’s arranged for her to comment on the friendly game on March 26 live on radio broadcast and on YouTube as a male. People listening didn’t know that it was, in fact, Elaine who was commenting. The journalist’s voice was changed by a male voice, named Elias, in real time using an artificial intelligence tool. She participated as if she were a guest male commentator. She (he) received no abuse.
Days after the game, Elaine revealed the action in a video on social media.
“I am not Elias. I’m Elaine Trevisan, a journalist for 14 years, and LAY’S® invited me to do a social experiment at a soccer match this week. Analyzing the comments on social media about Elias’ broadcast, I noticed that there weren’t many people criticizing, as usually happens when I’m a commentator. We are here today to defend that this is how we, women, are treated in sports broadcasts and, of course, also outside of them. Without being invalidated because we are women talking about soccer. Because we know a lot, okay?”, she stated.
“Lay’s suggested this action together with Elaine to give a more tangible dimension to a problem that women face every day, inside and outside of soccer. We chose Brazil’s favorite sport, which should be inclusive for everyone, to promote, above all, a conversation about respect for all people,” explained Simone Simões, marketing director at PepsiCo.
Agency: AlmapBBDO President & CEO: Filipe Bartholomeu CCOs: Luiz Sanches & Marco Giannelli (Pernil) Executive Creative Directors: Fernando Duarte, Henrique Del Lama, Pedro Corbett. Creation: Ingryd Cruz & Pedro Ximenes Account Executives: Fernanda Tedde, Tatiana Vidonscky, Marcus Avena, Shedia Marzouk, Gisella Oyola Planning: João Gabriel Fernandes, Erika Moulin Special projects: Julia Newman, Carol Anjos e Júlia Cunha AI Producer: SoundThinkers Head of Strategy & Innovation: Paulo Dytz Project Manager: Saulo Baumgartner Mosna Developer: Rodrigo Roglio Social Listening: Gustavo Arakawa Offline Media: Adriana Roza & Gabriel Ezequiel
Digital Media: Ampfy Radio: Bandeirantes Audiovisual Production: Diego Villas Bôas & Charles Nobili
Women in soccer? Not in Brazil. The presence of women in football is still surrounded by a lot of prejudice in the country. Just like other topics that raise heated discussions everywhere, the female presence in matches, whether on or off the field, is an issue that has had great focus among the spectator public. With this in mind, Lay’s, that has been a sponsor of the women’s UCL over the last few years, prepared a social experiment to highlight the need to reinforce respect for women inside and outside the sphere of soccer.
The initiative was created by AlmapBBDO.
Journalist, Elaine Trevisan, receives abusive comments when she commentates a game.
So AlmapBBDO and Lay’s arranged for her to comment on the friendly game on March 26 live on radio broadcast and on YouTube as a male. People listening didn’t know that it was, in fact, Elaine who was commenting. The journalist’s voice was changed by a male voice, named Elias, in real time using an artificial intelligence tool. She participated as if she were a guest male commentator. She (he) received no abuse.
Days after the game, Elaine revealed the action in a video on social media.
“I am not Elias. I’m Elaine Trevisan, a journalist for 14 years, and LAY’S® invited me to do a social experiment at a soccer match this week. Analyzing the comments on social media about Elias’ broadcast, I noticed that there weren’t many people criticizing, as usually happens when I’m a commentator. We are here today to defend that this is how we, women, are treated in sports broadcasts and, of course, also outside of them. Without being invalidated because we are women talking about soccer. Because we know a lot, okay?”, she stated.
“Lay’s suggested this action together with Elaine to give a more tangible dimension to a problem that women face every day, inside and outside of soccer. We chose Brazil’s favorite sport, which should be inclusive for everyone, to promote, above all, a conversation about respect for all people,” explained Simone Simões, marketing director at PepsiCo.
Credits:
Client: PepsiCo (Lay’s)
Client Team: Simone Simões, Daniella Lopes, Giovanna Miranda
Agency: AlmapBBDO
President & CEO: Filipe Bartholomeu
CCOs: Luiz Sanches & Marco Giannelli (Pernil)
Executive Creative Directors: Fernando Duarte, Henrique Del Lama, Pedro Corbett.
Creation: Ingryd Cruz & Pedro Ximenes
Account Executives: Fernanda Tedde, Tatiana Vidonscky, Marcus Avena, Shedia Marzouk, Gisella Oyola
Planning: João Gabriel Fernandes, Erika Moulin
Special projects: Julia Newman, Carol Anjos e Júlia Cunha
AI Producer: SoundThinkers
Head of Strategy & Innovation: Paulo Dytz
Project Manager: Saulo Baumgartner Mosna
Developer: Rodrigo Roglio
Social Listening: Gustavo Arakawa
Offline Media: Adriana Roza & Gabriel Ezequiel
Digital Media: Ampfy
Radio: Bandeirantes
Audiovisual Production: Diego Villas Bôas & Charles Nobili
Image Producer: Compañia
Audio Producer: Cabaret
PR: InPress Porter Novelli
Account Director: Thais Szpigel
Account Manager: Vivian Fróes
Account Executives: Barbara Crivelaro, Thais Benica & Vinicius Redaelli