ADC Awards
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Category
Innovation / Television / Film / Online Video
Annual ID
ADC_ADV21_097M
About the Work
Even though 2020 was an unpredictable year, football was the one constant Americans could count on for inspiration and entertainment. There was an opportunity to use the NFL’s biggest stage, Super Bowl LV, to reaffirm football’s power to bring people together and pave a way forward, no matter the obstacle.
To inspire the greatest comeback of the nation, we used state of the art sound and visual effect technology to bring back the NFL’s most iconic, and inspirational figures, Coach Vince Lombardi. Not only is he the namesake of the Super Bowl trophy, but he was a pioneer in advocating for racial equality and social justice. His passionate philosophy of life and football inspired legendary on-field comebacks and was exactly what the nation needed to hear.
Bringing Lombardi back for a comeback speech unlike any other was an innovative process. First, archival footage and recordings of Vince Lombardi from the 1960s were sourced and restored. Proprietary face-swap technology known as “Charlatan” then blended detailed facial behavior and movement to live-action footage of an actor, seamlessly merging the two. Because Vince Lombardi’s speeches were often quoted, but rarely recorded, digital voice cloning experts recreated his speech patterns and vocal tenor. Machine learning then combined the Ai generated voice with an actor’s voice, resulting in a natural, emotive performance. The result was an immediately identifiable recreation of Lombardi that appeared on-field at Super Bowl LV and delivered a comeback speech to an audience of 100 million Americans.
Lombardi’s comeback speech infiltrated culture and generated massive conversation throughout the Super Bowl with talk focused on the coach’s historic return. The moment generated +2.1 billion social media impressions with fans reacting to the commercial, millions of video views across all major social platforms, and a 20:1 positive sentiment on YouTube.
To inspire the greatest comeback of the nation, we used state of the art sound and visual effect technology to bring back the NFL’s most iconic, and inspirational figures, Coach Vince Lombardi. Not only is he the namesake of the Super Bowl trophy, but he was a pioneer in advocating for racial equality and social justice. His passionate philosophy of life and football inspired legendary on-field comebacks and was exactly what the nation needed to hear.
Bringing Lombardi back for a comeback speech unlike any other was an innovative process. First, archival footage and recordings of Vince Lombardi from the 1960s were sourced and restored. Proprietary face-swap technology known as “Charlatan” then blended detailed facial behavior and movement to live-action footage of an actor, seamlessly merging the two. Because Vince Lombardi’s speeches were often quoted, but rarely recorded, digital voice cloning experts recreated his speech patterns and vocal tenor. Machine learning then combined the Ai generated voice with an actor’s voice, resulting in a natural, emotive performance. The result was an immediately identifiable recreation of Lombardi that appeared on-field at Super Bowl LV and delivered a comeback speech to an audience of 100 million Americans.
Lombardi’s comeback speech infiltrated culture and generated massive conversation throughout the Super Bowl with talk focused on the coach’s historic return. The moment generated +2.1 billion social media impressions with fans reacting to the commercial, millions of video views across all major social platforms, and a 20:1 positive sentiment on YouTube.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
72andSunny / Los Angeles
Chief Marketing Officer
Tim Ellis
Creative Director
Geno Burmester
Peter Hughes
Director
Max Malkin
Director of Photography
Max Malkin
Editor
Biff Butler
Executive Creative Director
Bryan Rowles
Kevin Lau
Executive Producer
Marlo Baird
Group Creative Director
Zach Hilder
Producer
Brandee Probasco
Sound Designer
Michael Anastasi
Assistant Editor
Gladys Bernadac
Executive Producer, Advertising & Games
Nicole Fina
Executive Producer, New Media
John Canning
Group Strategy Director
Michael Lewis
Senior Producer
Alexandra Michael
Lucy Hallowell
AI Engineering Team
Denis Shirman
Ivan Shkurak
Alex Khapilin
Volodymyr Sydorskyi
Assistant Engineer
Meg Ochs
Associate Producer
Samantha Sotomura
Brand Director
Katie Martin
CEO
Kerstin Emhoff
Colorist
Stefan Sonnenfeld
Director, Global Brand & Consumer Marketing
Erin Littrell
Global Brand & Consumer Marketing
Jackie Finn
Group Brand Director
Simon Hall
Group Production Director
Nicole Haase
Junior Film Producer
Tanya Zaccaro
Line Producer
Matt Wersinger
Partner / Creative Co-Chair
Glenn Cole
Partnerships & Legal Director
LaTanya Ware
President
Ali Brown
John Fragomeni
Producer, Color
Blake Rice
Production Designer
Christian Kastner
SD Assistant Engineer
Kai Paquin
Sound Mixer
Jeff Malen
Sound Team
Anton Prykhodko
Bogdan Belyaev
Support team
Dmytro Bielievtsov
Support Team
Grant Reaber
Vitalii Knyr
Rostyslav Fedorchenko
Vitalii Marchenko
Svitlana Faryna
Oleksandr Ponomarov
Stanislav Rybak
Alex Serdiuk
SVP, Global Brand & Consumer Marketing
Julie Haddon
VFX Supervisor
Dan Bartolucci
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