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Library/Campaign/Volkswagen’s Elis Regina and Maria Rita AI Duet
Grade B20 sourcesHIS-00702

Volkswagen’s Elis Regina and Maria Rita AI Duet

Campaign · 2023 · Notable

44Editable slideCertificate

Volkswagen claimed 2.7 billion impacts for an AI duet that prompted an ethics inquiry.

Original · Volkswagen do Brasil / AlmapBBDO / Boiler Filmes

Sérgio Santos

@ZAMENZA · Jul 4, 2023

merece todos os premios do ano

2332
Post · @ZAMENZA on X
VW 70 anos | Gerações | VW Brasil
Volkswagen do Brasil on YouTube
Ao som de “Como nossos pais”, 41 anos após a partida de Elis Regina, Maria Rita reencontra a mãe em dueto musical inédito
AlmapBBDO
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Forbes Brasil
Volkswagen aumenta suas buscas em 105% após campanha com Elis Regina e Maria Rita - Tunad
Tunad
Conar abre representação ética contra propaganda da Volkswagen com Elis Regina | CNN Brasil
CNN Brasil
Conar julgará anúncio da Volks com Elis Regina: os dilemas de usar inteligência artificial para recriar pessoas mortas
BBC News Brasil via Correio Braziliense
Elis Regina recriada por IA motiva projeto para uso de imagem de pessoas mortas
Agência Senado
Juristas concluem anteprojeto de código civil; direito digital e de família têm inovações
Agência Senado
Elis Regina e Volkswagen: como foi feito o comercial?
Meio & Mensagem
Volkswagen Uses AI to Resurrect the Late Brazilian Singer Elis Regina for Commercial (Video)
TheWrap
Propaganda Elis Regina: Conar arquiva processo contra comercial
Correio Braziliense
Campanha da Volkswagen com Elis Regina teve recorde de visualizações - Automotive Business
Automotive Business
Gut conquista Grand Prix de Media e Brasil chega a 77 Leões
Meio & Mensagem
Volkswagen
TecheNet

Spread Score

How it works
Reach63Contagion35Breadth50Velocity14Longevity3744

Numbers

VW claim, campaign impacts; not unique people
2.7B
Self-reported · Volkswagen do Brasil
Peak date
Week of Jul 4, 2023
Jul 3 ’23 to Week of Jul 4, 2023
Platforms
6
Started on YouTube
Origin
Mixed
Auto & mobility

Mechanics

  • ControversyPrimary
  • Platform jump
  • Press loop
  • Creator relay
  • Political adoption

How it spread

Trace the origin

Volkswagen paired Maria Rita with an AI recreation of Elis Regina. Viewers shared praise and objections as planned media ran. Complaints triggered a Conar inquiry, later dismissed; the Senate linked the ad to a proposal on posthumous AI images.

Dates use the stated precision; chart positions are date anchors.

Google searchesJun ’23JulAugSepOctDecMar ’24MayJunPeakYouTubeXPressOpen webTVReddit
YouTubeXPressOpen webTVReddit

13 more events on this chart

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Timeline (16)

  1. July 2023

    Volkswagen do Brasil seed · Jul 3 ’23

    Volkswagen released Gerações, pairing Maria Rita with an AI recreation of Elis Regina.[1][2][3]

    Ao som de “Como nossos pais”, 41 anos após a partida de Elis Regina, Maria Rita reencontra a mãe em dueto musical inédito
    Open the first post ↗

  2. @ZAMENZA, @TalesMe53220579, @thallis_luiz platform jump · Jul 4 ’23

    Viewers shared praise for the commercial on X.[3]

  3. iG Gente press · Jul 4 ’23

    iG documented praise from viewers and Maria Rita’s own campaign promotion.[3]

Origin
Mixed
Sector
Auto & mobility
Region
BR
VW claim, campaign impacts; not unique people
2.7B
Self-reported · Volkswagen do Brasil
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Google searchesJun ’23JulAugSepOctDecMar ’24MayJunPeakYouTubeXPressOpen webTVReddit
YouTubeXPressOpen webTVReddit

13 more events on this chart

Join free to see them

  1. July 2023

    Volkswagen do Brasil seed · Jul 3 ’23

    Volkswagen released Gerações, pairing Maria Rita with an AI recreation of Elis Regina.[1][2][3]

    Ao som de “Como nossos pais”, 41 anos após a partida de Elis Regina, Maria Rita reencontra a mãe em dueto musical inédito
    Open the first post ↗

  2. @ZAMENZA, @TalesMe53220579, @thallis_luiz platform jump · Jul 4 ’23

    Viewers shared praise for the commercial on X.[3]

  3. iG Gente press · Jul 4 ’23

    iG documented praise from viewers and Maria Rita’s own campaign promotion.[3]

  1. peak · Week of Jul 4, 2023

  2. backlash · Jul 5 ’23

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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