Snoop Dogg, Dr. Dre Use AI To Revive Frank Sinatra and Sammy Davis in ‘What If’ Gin Ad 

Snoop Dogg and Dr. Dre have starred in a new ad campaign for their Still G.I.N. brand alongside AI-generated versions of late Rat Pack legends Frank Sinatra and Sammy Davis Jr., blending modern hip-hop with vintage icons as brands and creative industries navigate the ethical and artistic challenges of reviving deceased celebrities with generative AI.

The 90 second ad shows the rappers strolling through a cocktail bar. The pair are noticed by two men at the bar: Sinatra and Davis. “Hey Sammy, now who the hell are these guys,” Sinatra asks. “I heard those are the new gangsters in town,” Davis replied, with Sinatra asking a bartender to “tell those guys we’d like to meet ‘em.”

The quartet meet and introduce themselves. “What are you guys drinking,” Davis asks. “Gin,” Snoop answered. “Still G.I.N.,” Dre specifies. 

The hip-hop duo launched Still G.I.N. in October, the second product under their Gin & Juice brand following the release of a line of ready-to-drink canned cocktails earlier this year. The range pays homage to songs the pair have worked on together: Snoop’s 1994 “Gin and Juice,” and Dre’s 1999 track “Still D.R.E.”

“Still G.I.N. for everybody,” Sinatra says, gesturing around the bar to cheers from patrons. The spot closes out to the singers clinking glasses together at a table and an image of the Still G.I.N. bottle. 

Using AI To Answer “What If” Questions About Dead Celebrities

Creative agency Rosewood, entertainment-focused generative AI platform Metaphysic and director Dave Meyers brought the ad to life through a mix of live-action and AI-generated performances. A 30-second version of the ad debuted during Tuesday’s finale of singing competition “The Voice,” where Snoop appears as a mentor. 

Metaphysic, whose website boasts being able to tap generative AI to “make what was previously impossible possible,” said in a statement it was proud to work with Snoop and Dre in the “groundbreaking new campaign.” It said the ad is the result of a “‘what if?’” meeting that cinematically bridges past, present and future generations of superstars.”

While it is not unusual to use deceased celebrities in advertising, using generative AI to resurrect celebrities to answer such “what if” questions has added to growing unease over the use of AI in the entertainment industry. Hollywood has already used the technology to create digital clones of stars including Carrie Fisher and James Dean for movies and the use of AI to mimic human artists’ likenesses and voice was a sticking point in industrial action that brought production to a standstill.  

Metaphysic said the group made sure to engage with the estates of Sinatra and Davis on the project. “The team worked in close partnership with the Sinatra and Davis estates to ensure a faithful representation that honours how Frank and Sammy would have carried themselves,” the company said. 

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