Deepfakes in advertising have gained a lot of attention over the last few years and now, celebrities like Bruce Willis are taking control of their images by licensing their images for deepfake commercials. Willis is seemingly among the first to license his deepfake image rights for advertisements and a digitally altered depiction of the star can already be seen in ads for Russian mobile service commercials.
Vasily Bolshakov, Director for Brand and Marketing Communications at the service carrier MegaFon says, "We realized that we can deliver high-quality content without becoming hostages of pandemic restrictions on movement around the world. The use of technology allows you to shoot content faster and for less money than attracting celebrities to the set."
Key Themes Behind This Trend
- Celebrity Deepfake Licensing
- Celebrities are taking control of their images by licensing them for deepfake commercials, which can disrupt traditional celebrity endorsement deals.
- Efficient and Cost-effective Ads Through Deepfake Technology
- The use of deepfake technology for advertising could result in more efficient and cost-effective ad production, without compromising the quality of the content, which disrupts the traditional ad-making model.
- Ethical and Legal Implications of Deepfake Advertising
- The rise of deepfake technology in advertising raises ethical and legal questions that the industry will need to address to ensure transparency and authenticity.
Where This Applies
- Marketing and Advertising
- Deepfake technology has the potential to disrupt how the marketing and advertising industry operates, from celebrity endorsements to cost-effective ad production.
- Entertainment and Media
- The use of deepfake technology in advertising blurs the lines between reality and fiction, which could have an impact on the entertainment and media industry.
- Technology and Data Privacy
- The rise of deepfake technology in advertising brings up concerns around data privacy and the use of personal information for commercial purposes in the technology industry.
