This study explores the semiotics potentials of Volkswagen Brazil's 70th-anniversary advertising campaign, "Memórias," developed by AlmapBBDO in 2023. The campaign in focus employs AI to construct a poignant scenario, featuring unshared memories between two Brazilian icons - the legendary singer Elis Regina and her daughter, Maria Rita, who has also carved a successful career in singing. Elis Regina tragically passed away in 1982 when Maria Rita was merely four years old. The campaign vividly portrays a imaginated memory scene where Maria Rita is singing with her late mother, thereby creating a powerful and emotive narrative. The soundtrack chosen for the campaign is "Como nossos pais" by the Brazilian singer Belchior, which gained widespread popularity in the voice of Elis Regina and can be translated as "like our parents". The song not only carries a connotation of comparison between parents and children but also stands as a significant generational anthem in Brazil, particularly in the context of the Brazilian military dictatorship. This work aims to investigate not just the artificially created scenes teeming with the song and the brand's cars, but also to unveil the primary effects of meaning that the piece can produce. To achieve the proposed objectives, a Peircean semiotic analysis was employed, involving the qualitative-iconic, singular-indexical, and conventional-symbolic perspectives. Through the analysis, it is inferred that there is a quest for an absolute materiality, exploring secondness, even if it is artificially created.