Snickers is inviting the world’s football fans to send in their own goal blunders (we all make them) and famed football manager, José Mourinho, will coach them out of them. Feeding into the AI trend, their Mourinho coach is a fully authorised AI version, trained to mimic deeply the personality of Mourinho and generate limitless pieces of original video content.
The personalised AI-Mourinho own goal coaching idea was created by WPP agency, T&Pm, and production company, Helo, working with ElevenLabs, Synclabs and Open AI GPT 4.0. The platform makes the most of the power of social media fuelled fan-banter surrounding football. It attracts more buzz than the actual football.
Snickers partnered with Meta to integrate the AI-powered Mourinho with WhatsApp, so that people can share their personalised interactions with Jose into the conversations they care about most.
The campaign was teased with social videos of the real José on Snickers and José’s social channels during the Champions League Final and in the build-up to the Euros.
AI Mourinho went live on June 25, supported by posts from influencers sharing and reacting to their own José video created using the tool, plus 6-second paid and organic social, directing fans to generate their own videos. Users are encouraged to share links to their personalised videos with friends and group chats.
The campaign is part of a mission to make Snockers the number one confectionery brand for football fans by the end of 2025.
Credits:
Client: Mars Inc. [Snickers]
Chief Brand Officer: Rankin Carroll
Brand Director:Sergio Peniche
Marketing Directors: Sid Chaudhary & Jacqui Stephenson
Creative Agency: T&Pm
Chief Creative Officer: Toby Allen
Group Creative Director: Jim Stump
Creatives: Osagie Samuel & Gareth Ellis
Chief Strategy Officer: Oliver Egan
Innovation Directors: Oliver Feldwick & Dan Northcote-Smith
Head of Production: Thea Evely
Producers: Frazer Hurrell & Charlie Thacker
Creative Technologist: Matt Muse
Client Lead: Laura Hazell
Account Director: Francesca Lamacchi
Account Manager: Kelly Gardner
Designer: Greg Fadden
Social Director: Silvia Mendes
Social Managers: Zeynep Oguz 7 Cal Dawson
Strategist: Ed Davenhill
Project Manager: Joanne Awty
Production Company: Helo
Director: Kyle Ruddick
Producers: Tyrone Hannick & Elliot Ruby
Consultant: Seth Raphael
Managing Director: Phoebe Smith
