Lay's - "Undercover Commentator"

AlmapBBDO

AlmapBBDO São Paulo, Brazil

4437

This ad is part of the ACT Responsible Collection

Brand: Lay's
Country: Brazil

Advertiser: PepsiCo Inc.

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	60 seconds
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