Observed Signal · Sep 10, 2026 · Campaign Launch · Source: Horizont · Impact: 2/5 · Sentiment: Positive
s.Oliver Uses AI Face Swap to Reunite Heidi Klum with Her Younger Self
s.Oliver, a German fashion brand, has launched its 'Casual since Forever' campaign featuring Heidi Klum, who encounters a de-aged, AI-generated clone of herself in a series of TV spots. The campaign, created by Jung von Matt Beauty Collective and Tempomedia, uses AI face swap technology to depict a young Klum from her early days, meeting the global star she is today. The ads highlight the brand's heritage and its casual positioning, with both Klums wearing s.Oliver clothing from their respective eras. The campaign is part of a two-year partnership announced in spring and is being rolled out internationally, exclusively through digital channels, including digital video, digital out-of-home, print ads, and social media, with significant in-store presence. The collaboration with Jung von Matt is project-based, not a full agency relationship.
Demonstrates creative application of AI in advertising for a major brand, but it's a single campaign and not a major industry shift.
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Key Takeaways & Evidence Grounding
- s.Oliver launched a campaign featuring Heidi Klum meeting a de-aged AI clone of herself.
- The campaign was created by Jung von Matt Beauty Collective and Tempomedia, directed by Alex Feil.
- AI face swap technology was used to create the younger version of Klum.
- The campaign is part of a two-year partnership with Klum announced in spring.
- The spots run exclusively on digital channels, with no traditional TV advertising.
- The collaboration with Jung von Matt is project-based since end of 2025.
Connected Companies & Entities
3 Entities mapped“The campaign was implemented by the Jung von Matt Beauty Collective together with Tempomedia....”
“Heidi Klum currently appears in TV spots for L'Oréal, Calzedonia, and SharkNinja....”
“Heidi Klum currently appears in TV spots for L'Oréal, Calzedonia, and SharkNinja....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
s.Oliver Campaign with Heidi Klum Returns to Physical Touchpoints
German fashion brand s.Oliver has launched a new brand campaign featuring Heidi Klum, called 'Casual since forever'. The campaign, developed by agency Jung von Matt, emphasizes an omnichannel approach, combining digital channels with physical touchpoints such as (D)OOH and print. The campaign runs from September 10 to October 31, 2026, targeting women aged 25-45, aiming for at least 200 million gross contacts. Media planning and buying are handled by Munich-based agency Slash, with whom s.Oliver has collaborated since January 2025 on a full-funnel approach. The campaign is part of s.Oliver's strategy to strengthen its positioning as a 100% casual brand, and it marks a shift from previous digital-heavy campaigns to a more balanced media mix.
Heidi Klum on OMR Podcast: Career, Deals, Roblox Loss
Heidi Klum sat down with OMR founder Philipp Westermeyer for an OMR Podcast episode published on 2026-06-03. In the interview she walks through her path from model to media entrepreneur, recounting how an appearance with Thomas Gottschalk funded her first apartment, how two early jobs helped her US breakthrough, and how she negotiated name credit and editorial control on Germany’s Next Topmodel. Klum also disclosed losing roughly one million dollars on an ambitious Roblox project. The episode was recorded at the Fairmont Hotel Vier Jahreszeiten after the OMR Festival and is distributed via Podigee’s podcast player.
Telekom AI Einstein Ad Sparks Ethics Debate
Deutsche Telekom released a fully AI-generated advertising film featuring a synthetic Albert Einstein, produced by agency Jung von Matt in cooperation with ElevenLabs. The campaign, published June 8, 2026, provoked an ethics debate on social media—notably LinkedIn—where industry commentators criticised the recreation of a deceased, world-famous person for commercial purposes. Former Jung von Matt chief Thomas Strerath posted a fictional, AI-generated reply purportedly from Einstein, amplifying the discussion. The coverage appeared in HORIZONT and was written by Helena Birkner. The controversy raises questions about consent, brand safety, creative practice and the use of voice/image cloning technologies in commercial advertising.
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