The campaign, created by GUT São Paulo, used AI technology to create the special moment.
Mercado Livre, an e-commerce firm in Latin America, gave Brazilian soccer star Zico the surprise of a lifetime — a chance to score a goal for his deceased father.
José Antunes Coimbra, Zico’s father, died due to a heart condition in 1986. He was never able to see his son score a goal at the Maracanã Stadium. Zico has scored 334 goals, making him the biggest goal scorer in the stadium’s history.
In the spot "Goal 335," Mercado Livre invited Zico back to the stadium. While on the field, the former soccer player hears his father’s voice asking him to score one more goal for him. Antunes’ voice was recreated using AI technology, including pre-existing recordings and other recordings with similar tone.
"Zico, my boy, I know it’s been a while since you last heard my voice," the recording says. "You know I loved watching you play since you were a boy. The only thing I couldn’t see was you scoring a goal here at Maracanã."
In honor of his father, Zico scored one last goal. "I’m sure he’s up there watching," Zico says.