Agency: Tombras


Steak-umm Turned Real Vegans into Meat Lovers to Demonstrate the Dangers of Deepfake Technology for Everyday People

Steak-umm, the frozen beef sheets brand known for keeping it 100% Real and an unlikely advocate against misinformation, is once again applying its truth telling powers in the name of safeguarding the social fabric. This time they’ve turned their attention to the issue of deep fake and AI technologies used to gaslight, defraud, and sow confusion among everyday people.

The new campaign, called “DeepSteaks” and created in partnership with ad agency Tombras, was devised around fake focus groups in which real vegans were asked personal questions about their vegan lifestyle. They were then offered a new vegan cheesesteak sandwich to sample, and they were filmed eating.

At the same time, a production team – led by Borat 2 director Jason Woliner – was behind the scenes creating deepfakes (aka “DeepSteaks”) of each participant in real-time. When participants were shown videos of themselves shortly after, they were shocked at what they saw and heard – they had seemingly been turned into meat lovers in mere minutes.

The goal of the campaign is to educate the public about the potential risks and harmful effects of deepfakes – and that anyone can fall victim to this dangerous technology, not just politicians and celebrities. It poses the question: If a deepfake can make a vegan say they love meat, imagine what they could get you to say?

The video ends by inviting viewers to visit to sign a petition for the DEEP FAKES Accountability Act, and learn how to spot, report, and safely engage with deepfake technology.

This professional campaign titled 'DeepSteaks' was published in United States in October, 2023. It was created for the brand: Steak-umm, by ad agency: Tombras. This Integrated medium campaign is related to the Food and Public Interest, NGO industries and contains 1 media asset. It was submitted about 1 month ago.


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