The campaign, created by Africa Creative, aims to tell the story of love and complicity between the actress and her son, Paulo Gustavo
With the message Not only a mother makes a son. A son also makes a mother, Sadia launched its tribute campaign to mothers starring the actress, singer and mother of Paulo Gustavo and Juliana Amaral, Da Lucia.
Created by Africa Creative, the film aims to move Brazilians by telling the story of love and complicity between Da and Paulo Gustavo, the actor and comedian who died in May 2021, as a result of the coronavirus. The piece is composed of a collection of images of the family and memories, which reflect with great sensitivity and love, the relationship between mother and son.
The campaign continues the over-the-counter maternity theme, launched in 2022, where the brand raised the question that there are different ways of being a mother. Last year, we started the campaign theme ‘motherhood has no recipe’, as a way of addressing different, not always celebrated, aspects of motherhood. Dona Da stars in this year’s campaign as our tribute to eternal motherhood, which is always alive in the memories built in the relationships between mothers and children”, said Luciana Blau, Sadia’s executive manager.
The film premiered on open TV last Friday (5), during the break of the last chapter of the soap opera Travessia, on TV Globo. In addition, the video will feature on Globo, SBT, Band and Record, and will be broadcast on social networks and streaming platforms.
