MADRID, 11 Nov. (EUROPA PRESS) –
Cervezas Victoria, official sponsor of the Spanish national team, has used the figure of former soccer player Fernando Torres, world champion in 2010 and Europe in 2008 and 2012 with the ‘Roja’, and artificial intelligence to design its new campaign for the next World Cup in Qatar.
The piece, presented this Thursday at the Victoria Beer Factory, is entitled ‘The discourse of an entire country’ and has had the indisputable role of an AI (Artificial Intelligence), which has been able to rigorously and scientifically represent what that more than 47 million people feel for the national team, generating an emotional speech.
The creation of the spot was an initiative of the brand, in collaboration with the film director Santiago Zannou, winner of the Goya Award for ‘El trick del manco’, and the creative agency ‘Jon Lavín’, while the technological development company ‘The Lion’ has been in charge of analyzing through technology all kinds of opinions regarding the celebration of the next World Cup and the feelings that the fans express towards their team.
From all this knowledge, the AI has entirely created ‘The discourse of a whole country’ thanks to the use of the third generation language model ‘GPT3’ (from ‘OpenAI’), based on deep learning to produce texts creative simulating human writing. The spot will be broadcast nationally on television, digital media and on the ‘Cervezas Victoria’ website.
As indicated by the Andalusian brand, during this long creation process, more than 840,000 real opinions from fans and soccer lovers were shared with the AI, with more than 75 percent of their feelings towards the ‘Red’ being very positive. This fact has contributed to the generation of a truly emotional speech, which is even more so thanks to the contribution of Fernando Torres.
Given “his successful career” with the national team, with which he made history with the Euro 2008-World Cup 2010-Euro 2012 triplet and with which he scored 38 goals in 110 games, including the victory against Germany in the continental final of 2008, Cervezas Victoria sees him as “the best voice to convey the feelings of the fans”.
The presentation of the campaign was conducted by the sports journalist Fernando Ramos and included the participation of Jose Villalobos, Brand Manager of Cervezas Victoria, Santiago Zannou and Jon Lavín, in addition to the intervention of the former striker from Madrid, who addressed some affectionate words to the attendees through a video, highlighting that this campaign “is a very nice opportunity” to tell the team that “everyone is by his side”.
Likewise, the ‘making-of’ was broadcast explaining all the work carried out thanks to Artificial Intelligence in an “innovative campaign” with which the beer brand shows its “commitment to the ‘Red’, to the world of sport and its values”. “We hope that it spreads unity and enthusiasm to the Spanish fans,” said José Villalobos.
For his part, Santiago Zannou acknowledged that it had been “a challenge to add images to the speech generated by the AI” and that the goal since the track was made was “to have as much truth as possible”.
In addition, to demonstrate live what this technology is capable of offering, Fernando Torres asked the AI some questions related to the current situation of the Spanish team, which were answered on the spot.