COVID Production Problems Drag Deepfakes into Ads

An Allstate ad that aired with “The Last Dance”, a documentary about Michael Jordan and the Chicago Bulls, featured a 90s-era clip of SportsCenter newscaster Kenny Mayne making startlingly accurate predictions about our current world.

Though it looks real, the ad is doctored. Old footage was combined with the mouth and voice of the current Kenny Mayne to create a realistic portrayal.

While this is not the first time the ad industry has used deepfake technology to create ads, this may be part of a larger trend as advertisers explore ways to create content as they face limited production possibilities during the COVID-19 lock-down, the New York Times reports.

A young Kenny Mayne, left, merged with an older Kenny Mayne, right, in a recent State Farm commercial.

https://twitter.com/NBA/status/1251556094960234496?s=20

Why it’s hot: 

Like many COVID trends, deepfake ads may outlast the pandemic if they prove successful because they can be produced quickly and inexpensively.