After the repercussion of Bradesco’s campaign with former basketball player Daniel Souza, in which he seemed to be referring to his wife, the athlete and Olympic champion Bia Souza, to make it clear minutes later that the compliments were for Bradesco’s BIA (Bradesco Artificial Intelligence), the bank now brings the athlete to star in a new advertising video, where she responds to her husband’s initial provocation.
The 30-minute film, developed by aldeiah and released yesterday (25), shows the judoka back from Paris, at home, comfortable and smiling, giving a series of compliments that leave Daniel, in the background, convinced that all the virtues mentioned are for him. When, in reality, Bia is highlighting the attributes of the Bradesco app, which makes everything easier, from taking out loans in three clicks to investing, buying consortiums and opening an international account. With lightness and humor, the video ends with a moment of relaxation between the two.
For José Mauricio Lilla, the bank’s head of communications, choosing Bia Souza as the protagonist goes beyond her presence and representation in the country, also marked by the fun coincidence of her name with BIA, the bank’s artificial intelligence. “We are always attentive to the conversations and interactions that take place. We saw how much Bia was embraced by all Brazilians and how much Daniel’s support and enthusiasm resonated in various media. Therefore, it was natural for our strategy to combine the couple’s strong presence among the public with our brand, allowing us to highlight the excellence of our products in an authentic way in synergy with the athletes, all wrapped up in an atmosphere of great lightness and good humor”, says Lilla.
In addition to the film for open and closed TV, the campaign, under the slogan “Make it easier with Bradesco”, also includes an exclusive video for social media, broadcast in collaboration on the official profiles of Bradesco and Bia Souza on Instagram, and insertions in OOH, DOOH, Spot, and Print.
