Jose Mourinho he was not simply chosen as the testimonial to present the new campaign of SNICKERS: the football coach, or rather, one of his AI generated clonewas made available of football fans, in view of the Euro 2024according to a press release shared on June 25 on the website of Mars, the multinational that owns the SNICKERS brand1.
SNICKERS presents an AI-generated clone of José Mourinho
The new SNICKERS campaign for Euro 2024 It was created by the T&Pm agency and was designed to give consumers fun and ever-changing content, thanks to artificial intelligence.
For this reason the company has decided to join forces with an important personalities from the world of footballcoach José Mourinho, asking for his permission to create an AI-generated clone of himself.
The system has been trained to imitate the personality of celebrity in such a way as to «generate Unlimited original video content that can be shared by many people“. With this aim, the company has established a partnership con Meta so that users can easily share the videos they create via WhatsApp.
To promote the initiative, a short video was published on SNICKERS UK’s Instagram profile on 25 June in which, with a ironic and playful toneJosé Mourinho invites users to ask him about «free one-to-one advice“, while taking a moment of pause with a bar SNICKERS.
Fonte: SNICKERS
Ahead of Euro 2024, SNICKERS wants to help football fans avoid own goals
But what kind of advice could an AI clone of José Mourinho provide to consumers? Certainly tips related to the world of football: in fact, with the new campaign, in view of asummer full of games important, SNICKERS wants to help the football fans to avoid some “own goal”.
It should be noted that, however, in the interpretation given by SNICKERS in the above-mentioned document, “own goal” refers to all possible mistakes or gaffes that football fans might commit in the run-up to EURO 2024. The company mentions, as an example of these possible “own goal”, making a mistake when booking a flight to go and see one of the matches, choosing Dortmund as a destination instead of Düsseldorf (two of the German cities hosting EURO 2024).
The initiative is presented as a fun way to ride the wave of this summer, full of sporting events, playing on the fact that «Social media-fueled teasing among fans around football is attracting more attention than football itself».
The website launched by SNICKERS, dedicated to the initiative2is now closed and when entering the message « appearsUnfortunately José is a busy man and is no longer able to provide special one-to-one advice to those who score their own goals». The campaign is part of the initiatives launched by SNICKERS with «aiming to become the favourite confectionery brand of football fans by the end of 2025».
