O SBT held, this Wednesday (24), the voting lunch for the long-awaited 13th edition of the Best Commercial in Brazil award, at Espaço Manioca, in the city of São Paulo. The film “Gerações”, created by AlmapBBDO for Volkswagen, was the big winner of the day, receiving the title of best commercial broadcast on SBT in 2023.
“This award not only praises the exceptional quality of the agency and advertiser involved, but also highlights the unique ability to captivate and move the public, crucial elements to stand out in the competitive contemporary advertising landscape. We are honored to recognize and reward ideas that raise industry standards, boosting creativity and innovation”, comments Luciana Valério, Business Director at SBT.
Conducted by Benjamin Back, presenter of the broadcaster’s ‘É Tudo Nosso’ program, the event was attended by SBT executives, journalists and a team made up of 25 renowned professionals from the country’s main agencies and advertisers, who analyzed each commercial and voted. for choosing the big winners.
They are: Alexandre Vilela (BETC HAVAS), Ana Cavalcanti (Talent Marcel), André Havt (MediaBrands), Angerson Vieira (Africa), Armando Araújo (We), Beatriz Bottesi (Meta), Emerson Braga (Propeg), Felipe Silva ( Gana), Filipe Bartholomeu (AlmapBBDO), Hugo Rodrigues (WMcCann), Iuri Maia (Mercado Livre), João Chueiri (QuintoAndar), Marilu Rodrigues (LewLara\TBWA), Marcela De Masi Nogueira (Grupo Boticário), Nathalia Garcia (Banco Bradesco ), Nathalia Oliveira (GUT), Nathalia Torres (Grupo OdontoCompany), Rafael Jones (Haleon), Renato Camargo (Pague Menos & Extrafarma), Roberto Gnypek (Habib’s), Rodrigo Almeida (ARTPLAN), Rodrigo Farah (Shopee), Sleyman Khodor (VMLY&R), Vivian Zwir (Via Varejo/Grupo Casas Bahia) and Viviane Duarte (Meta).
The online voting carried out by the jurors generated a shortlist, which was revealed first-hand during the event, containing the ten best commercials. The finalists were five brands, BRF, Itaú, Heineken, O Boticário and Volkswagen, and four agencies, AlmapBBDO and Africa, which received six and two nominations, respectively, Galeria and LePub Brazil, with one nomination each.
Check out the shortlist:
#1 Abductees
Client: The boticario
Agency: AlmapBBDO
#2 Puppy
Client: Volkswagen
Agency: AlmapBBDO
#3 Chester 23
Client: BRF
Agency: AlmapBBDO
#4 Ladder
Client: Itaú
Agency: Gallery
#5 Fernanda
Client: Itaú
Agency: Africa
#6 Generations
Client: Volkswagen
Agency: AlmapBBDO
#7 Island
Client: The boticario
Agency: AlmapBBDO
#8 Parental Instinct
Client: The boticario
Agency: AlmapBBDO
#9 Jogral 1 of 5
Client: Itaú
Agency: Africa
#10 Not All Nights Are Out
Client: Heineken
Agency: LePub Brazil
The winning duo was the Volkswagen brand and the AlmapBBDO agency, who were awarded a trip to the Cannes Creativity Festival, which takes place between the 19th and 23rd of June, in France.
The campaign that will go to the festival celebrates Volkswagen’s 70 years in Brazil, paying homage to the different generations of cars and people who were part of the brand’s legacy through an emotional, and even romantic, meeting between Volkswagen and Brazilians.
Check out the advertising film below:
Last year, the winning film was “Discurso”, also created by AlmapBBDO, for O Boticário.
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