Let’s resume what is from Brazil, leave the stereotypes and bring our references to the content, taking them to the forefront of advertising
Ghana’s partner and creative director, Felipe Silva, sent an alert to Brazilian advertising agencies during the 8th edition of the RD Summit, a marketing and sales event held by the digital marketing startup RD Station in Florianpolis (SC) between October 26th and 28th.
In the panel entitled Brazil’s advertising doesn’t like Brazil, Silva criticizes the privilege of foreign references to the detriment of genuinely Brazilian artistic manifestations. Born in Morro de Santo Incio, in Niteri (RJ), the writer leaves his analysis after 16 years of career.
There came a critical look at everything that advertising is building. I perceive a duality between what is created and what is meant for our people, notes Silva. He recalls that Brazilian advertising is among the three most awarded in the world, a legacy that comes from winning awards at major international festivals such as Cannes Lions, One Show and D&AD.
But how many people know these works? Brazilians are not very interested in advertising that wins prizes abroad, notes Silva. Eager to gain recognition from colleagues in other countries, Silva believes that professionals have become more concerned with exploring ideas that the judges understand.
The references became the German design, the North American way of telling stories, the English humor, the Iranian cinema. We were leaving behind everything that is Brazilian. Our tropical, colorful country. But we copy the European language, without color, he points out.
The publicist also complains about the use of North American hits, while funk and country music dominate national playlists. Another example is the reinterpretation of the soap opera Pantanal, on TV Globo, cited by Silva as the biggest case of engagement in recent times. About 70% of our audience watches soap operas and listens to funk, but we insist on creating for award judges, he complains.
The Ghana agency, on the market for a little over a year, author of the podcast Mano a Mano, with rapper Mano Brown and Spotify, which brings the conversations that the country needs, emphasizes Silva. There is no point in advertising electric cars if the population still does not have access to this type of vehicle, there is no connection as a Brazilian, he adds.
The gap between creative advertising and day-to-day communication leaves a reflection on the market. Let’s go back to what is Brazil, leave the stereotypes and bring our references to the content, taking them to the forefront of advertising, invites Felipe Silva. According to Silva, the market, people and countries are different. The way out is to have a global mindset with a local connection, valuing the cultural richness of each location.
experience
On the panel The age of the customer experience, the CEO of Braip/ KPG, Shirleyson Kaisser, recalls that brands need to be concerned with establishing a purpose for the product or service offered and not just selling it. Delivery goes beyond what the person expects, guides.
Apple, Outback and Harley Davidson are some examples mentioned by Kaisser. They are brands that have learned to communicate because of why and not because of what, he adds.
The executive rescues from neuroscience the foundations for successful strategies. He explains that the brain blocks out incisive sales appeals, but welcomes messages associated with emotions. This explains why there are venerated brands. You’ll sell a lot more without trying to sell, he insists.
