Title | Undercover Commentator |
Agency | AlmapBBDO |
Campaign | Undercover Commentator |
Advertiser | PepsiCo Inc. |
Brand | Lay's |
Date of First Broadcast/Publication | 2024 / 4 |
Business Sector | Potato Chips, Crisps & Crackers |
Philosophy | We know how latent the “women in soccer” issue is in Brazil today. Just like other topics that raise heated discussions within this universe, 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®, which 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. In the action, created by AlmapBBDO agency, journalist Elaine Trevisan commented on the friendly game on March 26th live on radio broadcast and on YouTube. But the 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. 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?”, explained Elaine. |
Media Type | Integrated Media/360 Activation |
Length | |
President & CEO | Filipe Bartholomeu |
Chief Creative Officer | Luiz Sanches |
Chief Creative Officer | Marco Giannelli |
Chief Creative Officer | Pernil |
Executive Creative Director | Fernando Duarte |
Executive Creative Director | Henrique Del Lama |
Executive Creative Director | Pedro Corbett |
Creative Team | Ingryd Cruz |
Creative Team | Pedro Ximenes |
Account Executive | Fernanda Tedde |
Account Executive | Tatiana Vidonscky |
Account Executive | Marcus Avena |
Account Executive | Shedia Marzouk |
Account Executive | Gisella Oyola |
Planning Team | João Gabriel Fernandes Da Silva |
Planning Team | Erika Moulin |
Special Projects Manager | Julian Newman |
Special Projects Manager | Carol Anjos |
Special Projects Manager | Júlia Cunha |
AI Production | Soundthinkers |
Head of Strategy and Innovation | Paulo Dytz |
Project Manager | Saulo Baumgartner Mosna |
Developer | Rodrigo Roglio |
Social Listening | Gustavo Arakawa |
Approval Client | Simone Simões |
Approval Client | Daniella Lopes |
Approval Client | Giovanna Miranda |
Offline | Adriana Roza |
Offline | Gabriel Ezequiel |
Digital Production | Ampfy |
Radio | Bandeirantes |
AV Production | Diego Villas Boas |
AV Production | Charles Nobili |
Image Production | Compañia |
Sound Production | Cabaret |
Cast | Elaine Trevisan |
Cast | Ricardo Capriotti |
Cast | Ulisses Costa |
Cast | Claudio Zaidan |
PR Agency | InPress Porter Novelli |
Account Director | Thais Szpigel |
Account Manager | Vivian Fróes |
Account Executive | Barbara Crivelaro |
Account Executive | Thais Benica |
Account Executive | Vinicius Redaelli |