# Mediaset AI promotional campaign

> Live situation record from CLSTR: https://clstr.news/situations/mediaset-ai-promotional-campaign
> Updated: 2026-10-26T06:09:10.000Z. Sources: 4. Developments: 2.

Mediaset launched an artificial intelligence-generated promotional campaign to announce the return of the Turkish soap opera ‘Far Away’ on Canale 5. The campaign features a virtual version of CEO Pier Silvio Berlusconi singing and dancing to Neapolitan music.

The initiative serves as a response to a viral TikTok trend started by creator Rita Marchetiello, known as @esauRita. Marchettiello had gained widespread attention after posting a Neapolitan song to jokingly protest the series’ suspension. While the promotional video incorporates elements from the creator’s original content, reports indicate the creator was unaware her video would be used as a central component of the official Mediaset social media campaign.

## Timeline

### 2026-10-26: Mediaset uses AI to respond to viral fan video

Mediaset released an AI-generated video of CEO Pier Silvio Berlusconi to respond to a viral protest by fan Rita Marchetiello regarding the suspension of the Turkish soap opera ‘Far Away’.

2 sources. https://clstr.news/cluster/mediaset-uses-ai-to-respond-to-viral-fan-video

### 2026-10-23: Mediaset uses AI video featuring real TikTok creator to announce series return

Mediaset released an AI-generated video of CEO Pier Silvio Berlusconi to announce the return of the Turkish series ‘Far Away,’ featuring a real TikTok creator who was unaware of her inclusion.

2 sources. https://clstr.news/cluster/mediaset-uses-ai-video-featuring-real-tiktok-creator-to-announce-series-return

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Cite as: Mediaset AI promotional campaign. CLSTR, https://clstr.news/situations/mediaset-ai-promotional-campaign