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 technology deepfake: 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.
“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 can be heard until your hiccups. It doesn’t 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 ”. The voice of Lola Flores has also been elaborated using technology deepfake.
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 Speechlight, the band Caliphate ¾ —Responsible for the music of the spot— and the young artist Maria Jose Llergo, who talks to Lola at the end of the piece. “They call all this now empowermentRight? ”, 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 advertisement, 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 ”, they explain to Verne Juan Pedro Moreno and Javier Senovilla, creative directors of the campaign. Ogilvy has been the ad agency in charge of the campaign, and the deepfake has been developed by Metropolitana production company, who has posted a video of the process:
Both the image and the voice of Lola Flores in the ad have been created thanks to technology deepfake. The term comes from the fusion of deep learning (“deep learning”) and fake (“false”). This technology based on artificial intelligence allows you to place the face of one person on the body of another and generate moving images. The program The intermediate he uses it in one of his 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.
The technology used to create the videos of deepfake It currently has dozens of uses. 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 with darker ends, like the creation of hyperrealistic hoaxes or identity theft.