Lay's conducted a social experiment to emphasize the importance of promoting respect for women both within and beyond the world of football. Using our expertise in AI, we transformed a female journalist’s voice into that of a male commentator in real time during the live broadcast of a match on YouTube. The result was striking.
Lays
Lay's potato chips, which is super connected to sport, decided to partner with AlampBBDO to take action and combat sexism against women narrators and commentators, especially in soccer.
To achieve this goal and show that women are also capable of playing these roles, the idea of using an undercover commentator, disguised as a man, emerged. With a male profile and even a realistic image, the most important thing was missing, transforming Elaine Trevisan's voice, in real time, into a male voice, during a Brazil vs. Spain match. With this challenge in hand, Soundthinkers carried out a casting process with several speakers, looking for a timbral option that would naturally match. With the ideal voice found, a technology was developed that, with meticulously adjusted parameters, captured the commentator's voice and transformed her into her male "alter ego", nicknamed Elias Taverins. In addition to the casting and the correct technology applied, live monitoring and direction was necessary, seeking to avoid words that gave away the plan, or raised any suspicions. After the match, Elias' (which did not receive any type of sexist comments) true identity was revealed, showing that soccer can indeed be a more inclusive sport.
Our projects
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