Being present at every World Cup match is not enough to prove that “Believing bears fruit”because the new campaign of Jumex It is a reliable example that a traditional brand, with 61 years of history, can exploit digital innovation and make inroads with the help of “chingones Mexicans” such as Rafael Marquez.
A few years ago, no one would have believed that Jumex Group would reach Qatar 2022, which would be one of the few Mexican consumer brands that could so well represent the evolution of marketing at a technological level or that he could create an advertising campaign in support of the Mexican National Team in just two months… but that’s how it was.
With the help of the Metropolitan post-production house, Jumex managed to give a voice to the Mexican soccer icon Rafa Márquez in all stages of his life, since he was a child until now that he is a world-renowned ex-soccer player, sports director and coach. All with the implementation of Artificial Intelligence (AI).
And it is that we find ourselves in an era of digital media where the projected reality comes to influence more than reality itself. With the great diffusion and speed of videos and images, it is already difficult to verify their authenticity, which has led to the future of advertising and cinema, because actors could be replaced, set costs reduced, stage problems solved, and even , clone voices. The possibilities are immense.
Jumex uses deepfake in World Cup fever
The leading brand in the juice and nectar sector in Mexico has broken into the Qatar 2022 World Cup, changing the discourse.
As part of the campaign “Believing bears fruit“, which already circulates on national television with a 30-second segment and on YouTube with the complete 60-second manifesto, the brand chose to carry its message in a segment of “Niño creyendo”.
In this new video, a small Rafa Márquez appears, dreaming of being a professional soccer player and, little by little, through the deepfake, he is seen ready to go out on the field in his adolescent and adult stage until he becomes the true character, from flesh and blood, sharing a brotherly message.
This is a watershed for advertising in Mexico, as few in the industry use deepfake as a creative resource when competing with world-class brands and creating content with the presence of actors without them being on set or even alive. , since they are hyper-realistic representations of AI that start from digital manipulation to break down any barrier of time, cost and human existence.
Likewise, the software used by Jumex had the ability to match faces at different angles and expressions, even in motion, allowing for the deepfake effect that, moreover, did not fall short of a simple visual zoom out, but instead he risked a “full screen” from Rafa Mázquez and they even managed to make him speak.
This feat of marketing It is part of the opening of the World Cup for which great industry leaders are betting, but it will remain as the emblem and voice of Jumex during the beginning of 2023 to continue promoting great Mexicans who say “No” to the established rules and social limitations and highlight today with the tricolor ahead, as are Sergio “Checo” Pérez, Katya Echazarreta or Guillermo del Toro.