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Sports fans, in desperate need of something to get through the pandemic, cherished the timing of ESPN’s Chicago Bulls documentary, The Last Dance. Even for a casual fan, the 10-part series is riveting, with incredibly strong personalities—most notably, Michael Jordan—and subplots that rivals some of the best reality programming on TV.
But, perhaps surprisingly, the marketing MVP of the five-week run is State Farm. The brand, with agency Translation, along with Optimum Sports and Disney Creative Works, used deep fake technology in an ad that caught just about everyone off guard.
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