Brazil: Front-Runner of South American Advertising

Olà bloggers,

When you think of South America what comes to mind? Beautiful beaches, beautiful women, dense culture, but what about their fabulous advertising? Although it does not have the massive influence of American advertising, or the poignant messages like those of the UK, the advertising in South America can stand on its own in the world rankings. One country in particular leads the continent's recognition for its memorable ads: Brazil.

Not only is Brazil one of the most renowned countries, but it is also the leader of advertising, in the southern continent. So what sets it apart from the other countries? Here is a list of 5 methods Brazil uses to gain attention not only from South American viewers, but also from the world.

                                                                Photo Credit: F/Nazca Saatchi & Saatchi

3 Ways Brazil Put Itself on the Map of Advertising:

1. The People

Brazilians are lovers of advertising. They accept any and all forms, even the scandalous ones. This gives the Brazilian ad agencies a freedom that is unlike any other country. They are free to show those racy nude ads that would be shunned in the UK. They are free to make those wild party ads that people in France would find vulgar. The key word here is freedom. The Brazilians live, they embrace all of the wonders of life, including the parties, the women, and the risks. The ad agencies put themselves out there, and thanks to the positive receptions they receive from their viewers, the risk pays off.

Marcio Moreira, Vice Chairman of McCann Worldgroup and native Brazilian, describes the vivacious crowd: "The Brazilian public is a sucker for advertising! The cynicism, the skepticism, the "I don't buy that" attitude is still not there. It's an environment in which advertising people are stars."

Photo Credit: Bit Copa

2. Pride

Many countries all over the world, including the US, have limitless amounts of pride, but few are as open about it as Brazil. When you think of Brazil, you envision massive crowds at soccer games, people dancing, women on beaches, but in every image there are people. The Brazilians are lively, and proud of their heritage, which takes their advertising to a different level. They play off of the so called "Brazilian lifestyle." They know their women are beautiful, so why not show them off? They know that their cities, Brasilia and São Paulo, are some of the most exotic in the world, so why not show them off? They are aware and proud of what they have to offer, so instead of trying to blend in with the other countries, their ads make them stand out, and take advantage of their unique traits.

This ad for Johnnie Walker, titled Keep Walking Brazil, demonstrates the ad agencies' usage of Brazil, and all that it stands for.



3. Sex

As mentioned multiple times in this post, Brazilians are beautiful. Both the women and men from Brazil can be seen on runways all over the world, and the country is the destination for countless model scouts. So why not use that to their advantage? The answer is, there is no answer. It is a given! From Gisele Bundchen to Alessandra Ambrosio, if there is one country that is not for its beauty, it is Brazil. Not only do they use them as a point of recognition, but ad agencies also use it as a way to entice the viewers to want more.

Here are some ads that show both the pure sex of Brazil and the way they use it to sell their products:

This ad plays with the idea of beauty, and how it may not be what everyone wants. The ad is for Dream Job, and it capitalizes on the fact that models may not be all they're expected to be...


This one is for a beer company called Skol, which combines humor and sex to sell the drink.

In Conclusion...

Although there is much more to Brazilian advertising than these three steps, I just wanted to show you how a country can capitalize on its assets to create buzz. The country is gorgeous. From its people, to the landscapes, to the culture, everything is so rich in life that it makes you wonder why you have not moved there yet. Brazil ad agencies use this unique beauty and lifestyle to their advantages, which naturally sets them apart from the atypical ones in Europe or in the United States. Do you want to visit Brazil yet? Good, me too.

As always, let me know what you think of these ads, if you have visited Brazil, or if there are other South American countries that you think have great advertising as well.

Adeus!