Campaign SpotlightPress Release

Lay’s and AlmapBBDO use AI in social experiment against sexism in football

SAO PAULO, BRAZIL — We know how latent Brazil’s “women in soccer” issue is today. Just like other topics that raise heated discussions within this universe, the female presence in matches – whether on or off the field – is an issue that has had great focus among the spectator public. With this in mind, LAY’S, which has been a sponsor of the women’s UCL over the last few years, prepared a social experiment to highlight the need to reinforce respect for women inside and outside the sphere of soccer.

In the action, created by the AlmapBBDO agency, journalist Elaine Trevisan commented on the friendly game on March 26 live on radio broadcast and on YouTube. But the people listening didn’t know that it was, in fact, Elaine who was commenting. The journalist’s voice was changed by a male voice – named Elias – in real time using an artificial intelligence tool. She participated as if she were a guest male commentator. Days after the game, Elaine revealed the action in a video on social media.

“I am not Elias. I’m Elaine Trevisan, a journalist for 14 years, and LAY’S invited me to do a social experiment at a soccer match this week. Analyzing the comments on social media about Elias’ broadcast, I noticed that there weren’t many people criticizing, as usually happens when I’m a commentator. We are here today to defend that this is how we, women, are treated in sports broadcasts and outside of them. Without being invalidated because we are women talking about soccer. Because we know a lot, okay?” explained Elaine.


“LAY’S suggested this action together with Elaine to give a more tangible dimension to a problem that women face every day, inside and outside of soccer. We chose Brazil’s favorite sport, which should be inclusive for everyone, to promote, above all, a conversation about respect for all people,” explained Simone Simões, Marketing Director at PepsiCo.


Agency: AlmapBBDO
Advertiser: PepsiCo
Title: Undercover commentator
Product: LAY’S
President e CEO: Filipe Bartholomeu
CCO: Luiz Sanches e Marco Giannelli (Pernil)
Executive Creative Directors: Fernando Duarte, Henrique Del Lama, Pedro Corbett.
Creation: Ingryd Cruz e Pedro Ximenes
Account Executives: Fernanda Tedde, Tatiana Vidonscky, Marcus Avena, Shedia Marzouk, Gisella Oyola
Planning: João Gabriel Fernandes, Erika Moulin
Special projects: Julia Newman, Carol Anjos e Júlia Cunha
Producer A.I.: SoundThinkers
Head of Strategy and Innovation: Paulo Dytz
Projects manager: Saulo Baumgartner Mosna
Developer: Rodrigo Roglio
Social Listening: Gustavo Arakawa
Client’s approval: Simone Simões, Daniella Lopes, Giovanna Miranda
Offline media: Adriana Roza e Gabriel Ezequiel
Digital media: Ampfy
Radio: Bandeirantes
Audiovisual production: Diego Villas Bôas, Charles Nobili
Image Producer: Compañia
Audio producer: Cabaret
Cast: Elaine Trevisan, Ricardo Capriotti, Ulisses Costa, Claudio Zaidan
PR: InPress Porter Novelli
Account Director: Thais Szpigel
Account Manager: Vivian Fróes
Account Executives: Barbara Crivelaro, Thais Benica, Vinicius Redaelli

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