Snack bar brand Snickers has teamed-up with former Chelsea and Manchester United manager José Mourinho’s AI-generated clone to coach football out of their ‘own goals’ this summer.
Developed in partnership with creative agency T&Pm and Helo, the new AI tool will allow fans to submit their ‘Own Goal’ mistakes to a dedicated microsite.
The AI-generated Mourinho clone will then send back a video ‘coaching’ the person on how to do better next time, and avoid making a similar mistake in the future, whether it be buying flights to Dortmund not Düsseldorf or getting a selfie with a much-ridiculed half-and-half scarf.
“Our first-of-its-kind Snickers campaign stands as a testament to this, delivering consumer co-creation and personalization at a scale that was unimaginable until very recently, before GenAI became part of our toolbox,” Mars lead CMO and Mars Snacking chief growth officer, Gülen Bengi said.
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I’m very proud of our brand builders embracing the possibilities, enhancing creativity and doing it responsibly. As we navigate this new frontier of AI-enhanced brand building, it’s crucial that we keep a pioneering mindset tempered by caution, always putting safety and ethics first.”
The brand’s tool makes use of technology powered by ElevenLabs, Synclabs and Open AI GPT 4.0 and includes a pipeline of eight different stages to create realistic-looking and sounding videos of the legendary coach.
T&Pm chief creative officer, Toby Allen added: “This campaign is indeed a special one. A great brand, an iconic coach, and innovation at its heart.
“Using AI to create mass personalised entertainment in a way that has never been done before and could never have been done before. All made possible with human intelligence – a team of over 70 people worked together”
