The brilliant ad takes the high-level skills of women soccer players and falsely attributes them to men.
As the Women’s World Cup approaches, a clever marketing video has employed the latest deepfake technology to challenge gender stereotypes.
The twist comes halfway through the video when it is revealed the footage viewers have just watched is doctored. The soccer players performing the scintillating skills belong to the women’s team, not the men’s team. The smart video drives home the point that women’s soccer is just as exciting and craftful as the men’s game., it offers a whole new level of image manipulation. But, the smart use of it in this ad shows its positive uses.
“Although attitudes are changing, we quickly realized that in TV shows, comments on social media, or conversations heard in bars, the discourse surrounding women’s football is still catastrophic, sexist, and full of prejudices that have no place in 2023,” Margaux Grenouilloux, strategic planner at Marcel,“We knew that football fans always disagreed on many topics: clubs, players, predictions, the level of women’s teams.
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