Brazilian markets switch ads on World Cup: Ad Age

Updated: 2014-07-13 03:54

(China Daily USA)

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Some Brazilian marketers have switched their planned ads to what a good job Brazil did hosting the FIFA 2014 World Cup after Brazil's 7-1 defeat in a semi-final game against Germany, according to Advertising Age.

At least one marketer scrapped a spot that played on Brazil winning the World Cup, Ad Age said, and others didn't make significant changes.

Banco Itau, a major World Cup sponsor, waited a day for the shock and agony of the defeat to subside a bit, and tweeted "The pain is huge, but the pride in being Brazilian is bigger. We're united, Brazil," Ad Age reported on its website.

Sao Paulo-based agency Africa is running a spot for Banco Itau, a major World Cup sponsor, in which Itau praises Brazilians for putting on a terrific World Cup.

"Two months ago, there were doubts about the World Cup happening," Marcio Santoro, Africa's co-president and CEO, told Ad Age, referring to concerns over popular protests, violence and unfinished infrastructure from airports to stadiums. "Brazil is doing a super World Cup."

And sponsor A-B Inbev, which posted an image on its Brahma beer Facebook page of a crowd, many in yellow jerseys at a soccer game, with the words: "Sadness passes. The happiness of the Brazilian people and the best World Cup are eternal. Onward, Brazil."

Icaro Doria, executive creative director at Coca-Cola and Nike agency Wieden & Kennedy Sao Paulo, said in an email to Ad Age, "We are still doing everything according to plan on both brands. Nothing has changed."