Matthew McConaughey takes on an unexpected new role in the build-up to one of the world’s biggest sporting events, welcoming football fans from around the world in more than a dozen different languages. The Oscar winner teamed up with his tequila brand, Pantalones Organic Tequila, for a new campaign designed to celebrate the international football community as anticipation grows around the tournament. But there’s one twist: Matthew McConaughey didn’t record every language himself.
Working with ElevenLabs AI technology, and with McConaughey’s permission, the actor recorded an English-language message that was then dubbed into more than a dozen languages using artificial intelligence.
The campaign allows fans around the world to hear McConaughey deliver a personalized welcome in their native language, kicking off the festivities in a uniquely global way. And the actor’s distinctive voice remains front and center, even as technology expands his message to audiences far beyond English-speaking fans.
Why McConaughey is protecting his voice in the AI age
McConaughey’s AI-powered football campaign also comes as the actor takes an aggressive approach to protecting his likeness in an increasingly digital entertainment landscape.
In a major legal move, the Oscar winner has reportedly secured eight trademarks through the US Patent and Trademark Office, aimed at protecting his voice, signature slogans and visual likeness from unauthorized AI use.
The goal is reportedly to create a legal safeguard that would allow McConaughey to take action in federal court if AI companies train models using his personality or attempt to simulate his image or voice without consent. The trademarks include protections tied to short clips of McConaughey smiling and speaking, along with an audio recording of his iconic catchphrase, “Okay, okay, okay.”
The added legal protection makes McConaughey’s partnership with ElevenLabs notable, as the actor explicitly endorsed the use of AI technology to make his voice heard to soccer fans around the world.
Matthew McConaughey has drunken advice for football fans
In the campaign videos, McConaughey also playfully offers fans advice before trying to speak a new language. According to the actor, warming up with Pantalones Organic Tequila won’t make anyone fluent, but it will make them feel like they are. Fans can view the campaign and hear McConaughey’s multilingual messages by visiting SpeakSoccer.com.
While embracing artificial intelligence for his multilingual World Cup welcome campaign, Matthew McConaughey also made it clear that he sees risks for the entertainment industry, especially for young actors. During the day a recent conversation of Timothée Chalamet During a CNN and Variety Town Hall event at the University of Texas at Austin, McConaughey warned students that AI replacing human talent may sound far-fetched now, but it is a reality that future artists must prepare for.
“It’s not enough, it may be for you, but it won’t be enough to sit on the sidelines and make the moral case that ‘no, this is wrong!’” McConaughey said. “That won’t last long. There’s too much money to be made and it’s too productive. It’s there.”
Rather than opposing the technology entirely, McConaughey encouraged emerging talent to take steps to protect themselves legally, urging students to trademark their personal identities, including their voice and likeness. “I say own yourself, voice, likeness, etc. Notice it!” he said.
According to McConaughey, securing these protections can help artists maintain control of their personal brand and ensure they are fairly compensated as AI continues to evolve in Hollywood.
Football fans can also celebrate offline
The celebration does not remain online. From June 11 through July 19, fans visiting Match House in Atlanta can order the Matchhouse Margarita, made with Pantalones Organic Reposado Tequila, fresh lime juice and a Tajin salt rim. For an added twist, guests can also add a signature Pantalones Boot Shooter to their order.
Meanwhile, fans in Austin can head to Inn Cahoots throughout the tournament to try the Pantalones Organic Margarita, with organic lime juice and agave nectar. The venue will also host multiple Pantalones activations during key tournament dates in June and July.
Football is already personal for Matthew McConaughey
For McConaughey, the football connection goes deeper than just a marketing campaign. The actor is a minority owner and official “Minister of Culture” for Austin FC, the Austin-based Major League Soccer club. Pantalones Organic Tequila also serves as the team’s sponsor, making football fandom an existing part of both McConaughey’s personal interests and business ventures.
As the global football spotlight heats up, McConaughey seems more than willing to help fans raise a glass, no matter what language they speak.
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