The international pop star stars in a new commercial for the “Made of the Future” campaign, in which he was responsible for creating and directing
After causing a stir on social media when he deleted posts from his Instagram profile and started following only Madonna, Ronaldo Fenmeno, Marta, Fernanda Montenegro, Ingrid Silva and Jorge Ben Jor – stars of his “Made of Future” campaign -, the Ita brings this Thursday (22), during the Jornal Nacional break, a new film that celebrates the bank’s 100 years with the international pop star.
In the commercial, created in partnership with Madonna, she talks about ‘why she is made of the future’. The artist declares: they call me the queen of pop. I know that’s a compliment. But the monarchy is in the past and I am not. I don’t have an age: I have all ages. It’s not about who I am, but how many I am. It contains my achievements and not the number of years I have lived on this planet. I’m always reinventing myself, so I can continue to be myself. I think the most controversial thing I’ve ever done is stay. I saw many stars appear and disappear, like shooting stars. But my light will never go out. Not everyone is coming to the future. But I am. I will continue today, tomorrow and for the next 100 years.
To direct the film, Madonna chose Jonas Kerlund, who also directed her award-winning music video for “Ray of Light” and became an ongoing creative partner throughout her career. The commercial was developed by Africa Creative.
This is the first time that an artist has taken on the creation of an advertising film for the bank. When a choice is made like this, the brand needs courage to embrace what is true in the artist. It was the first time that Ita gave up signs that were very characteristic of the brand, and we did this to be faithful to its content, says Thaiza Akemi, marketing superintendent at Ita Unibanco.
