After winning the SBT advertising account, the agency We is launching the brand’s debut campaign in the streaming world this week: +SBT. There are three commercials that refer to funny situations and programs for which SBT is still remembered today. The idea bets on the humor and nostalgia of the channel created by Silvio Santos, bringing back moments such as “Banheira do Gugu”, “E o Bambu?” and the classic “Qual é a música?”, among others, with a focus on irreverence.
“Who has never seen themselves singing ‘Uba Uba Uba ê’, making the bamboo joke or asking Pablo about a random song? The truth is that SBT is part of Brazilians’ lives more than you might imagine and all we did was create a campaign that honors this true legacy of joy,” comments Armando Araujo, CCO of We.
The launch also features announcements and grandiose actions, such as Invasão +SBT, which will transform the channel’s programming live. In addition, an intervention on the 9-Esmeralda train line, which connects Osasco to the south zone of the city of São Paulo, will provide a truly immersive experience of all the content that the public can access for free on +SBT.
“Being optimistic and not being afraid of things is a characteristic of ours. This is present in our daily lives, in our new products and in our campaigns at SBT. It would be no different with +SBT. Perhaps this is one of the greatest lessons left by our eternal boss. These were difficult days and will continue to be, but our commitment to the Brazilian people is unwavering,” concludes Priscila Stoliar, Head of Marketing at SBT.
The campaign films were launched this Sunday, September 1st, on the broadcaster’s own TV channel and social media. The other +SBT promotional actions are scheduled to take place in September on OOH, on the main digital portals and in specialized publications in the advertising trade.
