It has happened again. Artificial intelligence (AI) has messed up again. It seems that neither institutions nor brands are learning. Neither does the AI, which everything indicates that it has an important mental cocoa as to what Ibiza is like. If a few months ago the residents were about to bleed their eyes when they saw at the airport of Ibiza some promotional panels of the island in which no one was able to recognize the image that was pretending to be Dalt Vilanow many have short-circuited with the image, presumably of Ibiza, with which the brand Joma has just presented the special edition of its shoes dedicated to the Santa Eulària Ibiza Marathon, the R-1000 Ibiza Limited Edition, which can be purchased for 180 euros.
The sports car appears in the foreground. Very colorful and with the name of the island on the heel. And that’s as far as it goes. Because everything what you see in the background, what is supposed to be Ibiza, is nonsense. You can see the sea and a beach with mansions on the hill that falls on it. Also a piece of cliff with vegetation. So far, ok, we accept octopus, it could be a generic view of some corner of the island. From here, the Iberian Levant, the Costa Brava, Corsica or a Greek island. As the brand explained in the presentation of the shoe, it has “tried to capture the essence of Ibiza in the official shoes of the eighth edition” of the popular race.
Neither es Vedrà nor Dalt Vila
The problem comes when you look at the background, what is supposed to be the most representative of the island: a rock that pretends to be Vedrà and some white houses that want to represent Dalt Vila. But neither one nor the other. The rock is attached to the land by a slope of what looks like forest and the white houses hanging from a cliff are nothing like the picture of Dalt Vila. “The joy of Ibiza at every step,” reads the slogan.
Some residents of the island have already commented on the peculiar stamp: “They are very pretty [se refiere a las zapatillas]but that AI background is not Ibiza”commented from the profile of a physiotherapy clinic on the island. In the case of the airport panels, the Ibiza City Council demanded the company, which is dedicated to advertising, to remove the images. In this case, the event, which is held in mid-April, has the collaboration of the Consell de Ibiza and all the municipalities except Sant Josep, as indicated on the website of the event, in addition to the Balearic Ministry of Tourism and Sports.
From the Consell de Ibiza they assure that it is a mistake of the brand and that, shortly, they will replace the image of the advertisement with a new one that will correspond to Ibiza. According to the details, the sneaker is “an evolution of the R-1000 model with a colorful design inspired by the tones that define the island”. “With the characteristic Ibizan white as a base, the warm tones of its famous sunsets, the blue of the Mediterranean and the green of the vegetation reflect the unique nature of the island in a spectacular print that runs along the entire upper,” they say.
“In terms of technical features, the high-end R-1000 shoes feature a more flexible and lower density plate, ideal for experienced runners looking to improve their performance without sacrificing comfort,” they continue before pointing out that it features Fly Reactive technology, which makes it shock absorbing while the outsole is made of high quality Durability rubber and abrasion resistance on asphalt.
For the full article, please visit Diario de Ibiza website here.