The world of music has lost one of its greatest icons with the passing of Sergio Mendes. A pianist and composer, Mendes brought Bossa Nova and Brazilian rhythms to advertising campaigns that have become unforgettable, always through his striking arrangements and compositions, which helped bring to life the stories told by brands.
The unforgettable soundtrack of “Joga Bonito”
One of Sergio Mendes’ most memorable contributions to advertising was Nike’s “Joga Bonito” campaign. Alongside the Black Eyed Peas, the musician modernized the classic “Mas Que Nada,” originally composed by Jorge Ben. Nike took advantage of this and created the perfect combination of the lightness of Brazilian soccer and the smoothness of Bossa Nova. The classic rhythm helped set the tone for a campaign that celebrated the easygoing talent of players like Ronaldinho Gaúcho and Ronaldo, echoing the essence of Brazilian joy in sport.
Nike’s classic “Airport”
Another highlight of Mendes’ legacy was the soundtrack for Nike’s iconic “Airport” commercial, released in 1998. In it, players such as Ronaldo and Roberto Carlos improvised a soccer game in an airport, while Sergio Mendes’ music elevated the atmosphere of fun and spontaneity. Once again, “Mas Que Nada” helped connect the world of soccer with the vibrant and captivating energy of Brazilian music, making the commercial a worldwide success.
Sergio Mendes and the Bradesco campaign
In 2016, Mendes contributed to another important advertising campaign, this time for Bradesco during the Rio Olympics. The song “Se Ligaê”, composed by Pretinho da Serrinha, Rogê and Leandro Fab, was performed by Sérgio Mendes, Baby do Brasil and Rogério Flausino. The song, full of optimism and celebration, became an unofficial anthem of the Games and reinforced the emotional connection between Bradesco and the sporting spirit of the event.
