Bank and agency also released a manifesto called ‘The future is made by Washington Olivetto’
Itaú paid tribute to Washington Olivetto, who passed away on the 13th, aged 73, in a new campaign that debuted on Friday night (25). Produced by Africa Creative, the film recalls the famous Casal Unibanco, characters created by Olivetto in the 1990s.
The first Casal Unibanco was formed by actors Felipe Pinheiro and Katia Bronstein, but other names gave life to the characters André Luís and Renata: Bianca Byington and Pedro Cardoso, Drica Moraes and Cláudio Gonzaga, Miguel Falabella and Débora Bloch.
At the time, the films showed a couple that represented the Brazilian family, with dialogues that brought fiction and reality very close. And all this within 30 seconds.
Today, Itaú and Africa Creative released, in addition to the film, a manifesto, called ‘The future is made by Washington Olivetto’. CMO of Itaú Unibanco, Eduardo Tracanella said that Olivetto showed that communication is not just a sales tool, but an emotional bridge between brands and people.
“He gave soul to advertising, proving that it is possible to touch hearts when telling a story. At Itaú, we follow this legacy of creating true connections, of talking to the public like someone talking to family. Olivetto transformed the way we communicate with the Brazil. Its impact is not just historical, it is eternal”, said the executive.
“Manifesto: The Future is made by Washington Olivetto
If Brazilian advertising conquers the world today, it is because it was built by brilliant minds who redefined what it means to create. One of these minds is a man who transcends generations and carves his place in history: Washington Olivetto.
A new level was reached when television became a powerful communication showcase. In 1972, TV went from black and white to color and, at the height of the 80s and 90s, an unforgettable duo emerged that did not sell products, but touched the hearts of Brazilians: Casal Unibanco, the creation of Olivetto. More than commercials, the couple represented a true dialogue with Brazilian families. Each interaction was a reflection of ourselves, with a unique, emotional narrative that was close to the public of the time.
This masterpiece not only strengthened the Unibanco brand, but also redefined the way the sector communicates with the public to this day. Itaú Unibanco has always believed in the power of advertising and, therefore, has kept this legacy alive, influencing the way it builds genuine and lasting bonds with its customers.
“Washington Olivetto showed us that communication is not just a sales tool, but an emotional bridge between brands and people. He gave soul to advertising, proving that it is possible to touch hearts by telling a story. At Itaú, we follow this legacy of creating true connections, of talking to the public like someone talking to family. Olivetto transformed the way we communicate with Brazil. His impact is not just historical, it is eternal.”, Eduardo Tracanella, CMO of Itaú Unibanco.
For Itaú Unibanco, advertising has always been a strategic force, capable of building solid and authentic brands, as Casal Unibanco proved. Washington Olivetto didn’t just create commercials, he wrote stories that became part of our affective memory and shaped what we understand by advertising. He showed that the power of a campaign lies in its ability to be timeless, to transcend generations without losing its essence. The future is built on the past, and all the strength of current advertising is only possible because it was paved by creative industry giants like Olivetto.
“Casal Unibanco gained a dimension that transcended advertising, as did several characters that Washington created for advertising. The public had a relationship with those characters just like they have with characters in soap operas, series, films… Those people who enter our homes every day on the small screen. So people were very funny, they told me to spend less and be more economical, because the character was more of a spender, while João’s character was more shy. We heard a lot of things on the street as if we were family”, Drica Moraes, ‘Renata’ from Casal Unibanco.
“Being part of Casal Unibanco was something very special. At the time, we didn’t imagine the scale it would take, but the way people welcomed us on the streets, as if we were part of their families, was surprising. Washington Olivetto managed to create a unique connection between us and the public, something that goes beyond advertising. It is a privilege to be part of a campaign that, to this day, is remembered with so much affection”, João Camargo, ‘André Luis’ of Casal Unibanco. Thanks, Washington.
Just like Casal Unibanco, you are forever. For all this, we leave here our tribute“
