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Welcome to Digital Brand Bites.  A snack-sized deconstruction of social media content from big brands. This week, we have:

📸MyHeritage bringing the deceased back to life.
🤦‍♂️Maldon District Council totally owning its error. 
🚅Avanti West Coast trains getting glam with #LondonFashionWeek.
Tom Cruise - the deepfake viral videos. 

You can also follow Digital Brand Bites on Instagram, for bites on the go.

🥄 Enjoy your digital bites - Bon Appétit!
📷 MyHeritageAncestry website, is the leading global discovery platform for exploring family history. It recently launched a controversial new photo feature giving users the ability to bring their deceased relatives "back to life".  It may be lovely to see this photo of your great-great-grandmother, but seeing her smile at you and look around is a whole different story.

📷 The campaign is called 'Deep Nostalgia' - the remarkable technology for animating photos was licensed by MyHeritage from D-ID, a company specialising in video reenactment using deep learning. MyHeritage integrated this technology to animate the faces in historical photos and create high-quality, realistic video footage. 

📷 It's been described as magical by some, but creepy by others. It is the latest example of brands putting AI-powered deepfake technology to creative use.

🔗Click on the image to view. You have to see it to believe it - prepare to be freaked out. 
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🤦‍♂️Maldon District Council, based in Essex totally owned this error. The freshly-painted road sign with the 'T' letter missing went viral, with the council responding, "someone is having a worse day than you," with a facepalm emoji and #oops.
🤦‍♂️One cheeky resident suggested the staff were "on a T break". It went viral as people don't expect 'boring councils' to poke fun at themselves. 
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🚝Avanti West Coast, train operating company in the UK, taps into #LondonFashionWeek in a totally unexpected yet quirky way. Trains and fashion go together like chalk and cheese, but yet the brand manages to pull it off, in style.

🚝 Avanti is Italian for “Forward!” and reflects its mission to deliver an innovative railway service. The innovative tone of voice in this post, which depicts seating as a fabulous outfit, certainly reflects how serious they are about delivering a first-class (and stylish) service!
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🌟Tom Cruise - American actor and producer, like you've never seen him before. A series of ‘deepfake’ videos of Tom Cruise went super viral, clocking up millions of views.

🌟The ‘deeptomcruise’ TikTok account is the handiwork of Chris Une, a video visual effects specialist from Belgium who claimed credit for the videos on his LinkedIn page. He morphed the face of Miles Fisher (impersonator) into a deepfake of Tom Cruise.

🔗The videos have since been deleted on TikTok, but you can still catch them on TwitterAre we ready for this?!
Thought of the week:
📅 Next edition due: 11th March.
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