In Brazil, soccer is more than just a sport—it’s a cultural phenomenon that captivates millions of fans across the country. And while the passion for the game runs deep, there’s an issue lurking beneath the surface: the treatment of women in soccer.
It’s a topic that sparks heated discussions and raises important questions about gender equality both on and off the field. And Lay’s, a long-time sponsor of women’s soccer in Brazil, is taking a stand to address this issue head-on.
In a bold move orchestrated by the renowned ad agency AlmapBBDO, Lay’s launched a groundbreaking social experiment to shed light on the need to reinforce respect for women in soccer. The campaign, titled “Undercover Commentator,” aimed to challenge the status quo and spark a conversation about gender bias in sports broadcasting.
The action took place during a friendly soccer match on March 26th, where journalist Elaine Trevisan played a pivotal role as the undercover commentator. However, there was a twist—Elaine’s voice was altered in real-time using artificial intelligence to sound like a male commentator named Elias. As listeners tuned in to the live radio broadcast and YouTube stream, they had no idea that the commentator was, in fact, a woman.
Days after the game, Elaine revealed the truth behind the social experiment in a powerful video shared on social media. In her heartfelt message, she expressed her disappointment with the lack of criticism directed towards “Elias” compared to the scrutiny she often faces as a female commentator.
“I am not Elias. I’m Elaine Trevisan, a journalist for 14 years,” she declared. “We are here today to defend that this is how we, women, are treated in sports broadcasts and, of course, also outside of them. Without being invalidated because we are women talking about soccer. Because we know a lot, okay?”
The campaign sparked widespread discussion and prompted important reflections on gender equality in soccer and beyond. By shining a spotlight on the issue of women in soccer, Lay’s demonstrated its commitment to promoting inclusivity and diversity in sports.
Published in Brazil in April 2024, “Undercover Commentator” was a collaborative effort between Lay’s and Pepsico, underscoring their dedication to driving positive social change. With AlmapBBDO at the helm, the campaign delivered a powerful message that resonated with audiences nationwide.
As the conversation around gender equality continues to evolve, Lay’s remains steadfast in its commitment to championing the rights and voices of women in soccer and beyond. With initiatives like “Undercover Commentator,” Lay’s is paving the way for a more inclusive and equitable future for all.
