Damn tire, damn tire / Come with us and get stuck
I hate clay, I hate mud / How disgusting! / I won’t leave the place
There’s no point in lying, we know you sang that song jingle in 2011 (and which is possibly on his mind at the moment). You also fell in love with little Alice Secco in 2020, known on the internet for her videos pronouncing difficult words, and for the little boy who wished for a car Volkswagen in 2015, but did not ask for a driver.
We don’t even need a crystal ball. We are talking about three commercials that marked an era and were shown on the small screen. SBTthe happiest TV in Brazil.
Advertising is capable of dictating trends, changing customs and awakening a range of emotions, movements that go beyond the consumer market and reach society, generating a direct impact on people’s daily lives. Even with data and metrics that measure the success of campaigns, there is no more powerful result than a comment with the building doorman, a conversation with friends at the bar table or an attendant singing a song. jingle while packing fresh bread at the market.
The commercials we mentioned achieved these results, and we know this because we were also impacted by them. In recognition, all three were elected as The Best Commercial in Brazil in the year they were broadcast.
If your brand or agency wants to join the hall of memorable Brazilian commercials, your time has come! SBT has already started searching for the best commercial in the country in 2023, and you can win this title by airing your advertising film on the station until December 31st of this year.
Held 12 years ago, the award stands out for its careful voting and counting process at all stages. Initially, a preliminary election was held by the internal committee, made up of journalists and executives from SBT’s Marketing and Business area, who analyzed each commercial broadcast nationally on the station during the last year. Then, the prize enters its 1st phase, in which the market jury carries out an online vote, which will result in the shortlist of the ten most voted commercials.
In the 2nd phase, the same jury votes live for the year’s big winner, in an in-person event with journalists and broadcaster executives. The winning duo, formed by agency and advertiser, will be awarded with a trip to the Cannes International Festival of Creativityin France, which takes place in June 2024 (and with the coveted champion trophy, of course).
The Best Commercial in Brazil award is a thermometer that reflects the performance of our content. SBT recognizing how creative Brazilian advertising is further favors the broadcaster’s belief in promoting brands, services and products. After all, good ideas drive our industry, says Priscila Stoliar, head of Marketing at the broadcaster.
Discover the winners of the 12 editions of the award below and remember iconic campaigns that entered the history of Brazilian advertising.
2013 | Brasil 70 / AlmapBBDO for Volkswagen
The world doesn’t end in the 2000s, but this is far from the news that most shocked Brazilians in the 70s when Volkswagen brought, directly from the future, the new 2013 Beetle to surprise society at the time.
2014 | Compadre / NBS for BomNegcio.com
Before becoming OLX, the company signed as BomNegcio.com and positioned itself as a solution for the circular economy, suggesting that inconvenient furniture should take a new direction.
2015 | Wishes / AlmapBBDO for Volkswagen
We are suspicious when talking about this commercial. How can you not fall in love with this little boy who really wanted the new Golf, but not the driver?
2016 | P on Door / AlmapBBDO for Volkswagen
There are campaigns that don’t need to say much to say everything. This is the case of this production, which compares the new functionality of Volkswagen cars to iconic moments from films, series, cartoons and much more.
2017 | Vises / Y&R for Vivo
It is not today that brands raise important flags with the help of advertising. In this example, Vivo proposes that society rethink deep-rooted concepts to develop new perspectives.
2018 | Rob / DPZ&T for Ita
Another beautiful campaign with some important messages in addition to the main one, which is encouraging reading. The development of this film stole our hearts!
2019 | Drago Cave / DPZ&T for Renault
The 90s generation became nostalgic about this campaign, which offers a much quicker solution for the cartoon heroes And Caverna to Drago.
2020 | Hope / Africa to Ita
During a pandemic, like the one we began to face in 2020, this simple, sincere and sensitive campaign was just what we needed.
2021 | Alice and Fernanda / Africa to Ita
Good work can easily impact the public again and again. Therefore, Fernanda Montenegro returned to the Ita campaign the following year with important lessons, accompanied by little Alice Secco.
2022 | Speech 1 of 5 / AlmapBBDO for O Boticrio
If we were to define this campaign in one word, it would be “necessary”. It is impossible not to be moved by stories that are so present in our daily lives.
* Advertising content
Follow Adnews on Instagram,LinkedIneThreads. #WhereTransformationHappens
