Lola Flores would have turned 98 on January 21.
Although La Faraona passed away in 1995, we have been able to see her again on her birthday thanks to
deepfake
technology
: Cruzcampo has launched a new ad featuring a digital reconstruction of the singer, which vindicates the Andalusian accent and roots.
Just a few hours after its launch, some copies on Twitter already exceed 100,000 views.
This spot by @Cruzcampo is simply spectacular pic.twitter.com/86endsVoSy
- David Hijón (@dhijon) January 21, 2021
“Do you know why I was understood all over the world?
Because of the accent, ”Lola Flores begins in the ad.
“Accent is that the seams and hems are visible, that you are listened to until your hiccups.
It does not matter if you are from Conchinchina or Linea de la Concepción, supermarket cashier, professor or minister ”, he continues,“ finger your roots, good things always come from there ”.
Lola Flores' voice has also been crafted using
deepfake
technology
.
During her speech, the images of the singer created digitally are interspersed with those of some Andalusian cultural references of the new generations: from the project in defense of Andalusian speech Hablatuandaluz, the band Califato ¾ —responsible for the music of the spot— and the young artist María José Llergo, who talks to Lola at the end of the piece.
“Now they call all this
empowerment
, right?”, Says Lola Flores.
"Yes, Lola, but you always called it power," Llergo replies.
More than 5,000 images to reconstruct the artist
To reconstruct the image of Lola Flores in this ad, more than 5,000 photographs have been used.
A similar process has also been used to recreate her voice, using different audio tracks of the singer to create a pattern of her voice and also using the help of her daughters.
"Lolita and Rosario Flores have been involved to achieve the most faithful result to reality and from the maximum respect to the figure of Lola Flores: participating and advising until reaching the voice, gestures, intonation, the choice of expressions, word for word… In fact, among the tracks that make up the final mix of the voice, we can recognize Lolita herself ”,
Juan Pedro Moreno and Javier Senovilla, creative directors of the campaign
, explain to
Verne
.
Ogilvy has been the advertising agency in charge of the campaign, and the
deepfake
has been developed by the Metropolitana production company, which has published a video of the process on its Vimeo channel:
Both the image and the voice of Lola Flores in the ad have been created thanks to
deepfake
technology
.
The term comes from the fusion of
deep learning
("deep learning") and
fake
("false").
This technology based on artificial intelligence makes it possible to place the face of one person on the body of another and generate moving images.
The program
El Intermedio
uses it in one of its sections - turning Wyoming into other characters - and from Twitter profiles such as FaceToFake they use it to bring different historical figures back to life, as in this video of Lorca reciting one of his poems, published last year.
(Casida of the golden girl) # FedericoGarcíaLorca
I don't know who did this but it impresses ♥ ️ pic.twitter.com/uAJ29pfOnh
- Miguel Poveda (@MiguelPoveda) June 15, 2020
The technology used to create
deepfake
videos
has dozens of uses today.
In addition to the possibility of creating pieces such as Lola Flores or comic videos, this type of artificial intelligence has also been used in documentary films to protect threatened people without having to erase their faces.
However, it can also be used for darker purposes, such as creating hyper-realistic hoaxes or phishing.
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