"I am amazed how through technology two icons of our culture can meet again. The main objective of Grupo Chespirito is to preserve and bring the legacy of Roberto Gomez Bolaños to new generations, including his most famous characters such as El Chavo and El Chapulín Colorado. This project with Eugenio and El Chavo gave us a unique opportunity to go one step further and showcase the pride we should feel for the advances and contributions of the Latino community," said Alfredo Rodríguez, Vice President of the Latino Center of Excellence at Dish Network.įor this campaign, DishLATINO worked together with Grupo Chespirito to use El Chavo's image in its advertising and promotions. "At DishLATINO we feel fortunate to serve as a link between the Hispanic community and those cultural elements that are important to us such as our language, our entertainment and our traditions. This is the first time this innovative technology has been used in a campaign aimed exclusively at Hispanics in the US. The effect is impressive and moving when seeing El Chavo again on the screen. In the Icons commercial, the face of the actor impersonating El Chavo del Ocho is replaced by the face of Roberto Gómez Bolaños. "Deepfake" is a technique that uses artificial intelligence to alter a person's face and modify facial features and gestures in images and videos.
EL CHAVO DEL OCHO TV
More than 1,000 hours of work were required to change El Chavo's face to make a 60-second commercial and a 30-second commercial that will air on different TV channels in the United States. The concept was developed with advertising agency MARCA, and the special effects were produced by Right Cut from Miami and London-based Metaphysic. The "Icons" spot with El Chavo and Derbez was filmed at Gabriel García Márquez studios in Mexico City and was directed by Matias Moltrasio. El Chavo "comes out" of the TV screen to talk with Eugenio Derbez, who, like all Latinos, has had great affection for El Chavo since he was a child. Using deepfake technology, El Chavo returns to the screen through DishLATINO's "Icons" commercial that will premiere during the qualifying match between Mexico and the United States for the World Cup Qatar 2022.
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