Over the course of a century, Itaú has consolidated its position as one of the most iconic brands in Brazil, not only for its operations in the banking sector, but also for its ability to communicate with Brazilians in a unique and emotional way. During this 100-year journey, which celebrates its anniversary this Friday (27), the bank created advertising campaigns that went beyond the simple promotion of products and services, touching on topics such as education, sustainability and the connection between generations.
To celebrate this milestone, we have brought together 10 classic campaigns that not only marked Itaú’s trajectory, but also reflect the transformation of advertising and the impact that communication can have on people’s lives.
Check it out:
1 – Itaú, Gilberto Gil and the internet
In 1998, Itaú made history by launching an internet banking campaign with Gilberto Gil, taking advantage of his song “Pela Internet”. The commercial celebrated the advent of the digital era and promoted Itaú Bankline, highlighting the bank’s innovation in allowing customers to carry out banking operations online. It was a visionary campaign, which consolidated Itaú as a pioneer in technology in the banking sector.
2 – Hot Dog
Itaú’s “Hot Dog” campaign, launched in 2000, approached investments in a light and creative way. The character was played masterfully by Antonio Destro. It is remarkable, as it shows how the bank is also effective in opting for more discreet and objective marketing.
The character was so marked that he returned in 2020 to talk about PIX.
3 – Symbol
With an exquisite text, DM9 launched the concept of digital i. The brand managed to launch a sign that would be known for years as the “i do Itaú”. Symbol created by Sergio Valente.
4 – (the billboard) Made for you
Itaú’s relationship with Nizan Guanaes continues to this day. One of the most successful external media campaigns in Brazilian advertising was created in 2003 by Africa. The objective was to speak directly to consumers with different profiles. The result:
5 – Open an account with Itaú
In 100 years, Itaú also created striking jingles. Perhaps the most famous of them is this one. Creation of DM9DDB:
6 – Millennium
Younger people don’t remember, but the turn from 1999 to 2000 was something remarkable. Some expected the end of the world, while others hoped for a new era. This is the case with this campaign entitled “Milênio” and created by DPZ. Using the iconic soundtrack from the film Forrest Gump — which Itaú reused in future campaigns — the commercial predicted a world of great advances and achievements. However, many of the positive predictions did not come true, which made the message even more reflective. The campaign was a landmark in capturing the feeling of transition and change at that time.
7 – Completely Crazy
Itaú’s classic Father’s Day campaign, starring Thomas Roth and narrated by Paulo Goulart, is one of the most exciting ever created. Known as “Completely Crazy”, it was created by the DM9DDB agency and highlighted the relationship between father and son in a touching way.
8 – Read to a Child
To the sound of an emotional version of David Bowie’s “Starman”, Itaú tells the story of a girl who dreamed of reaching the stars. Created at the time by DPZ&T.
9 – Hope
The “Hope” campaign, starring Fernanda Montenegro and created by the Africa agency for Itaú, brought a powerful message of resilience and optimism during the COVID-19 pandemic. Narrated with Fernanda’s unmistakable voice, the commercial evoked the human being’s ability to reinvent themselves in times of difficulty, conveying the idea that better days would come.
10 – Next 100 years
It’s hard to imagine a 2024 campaign with more powerful casting. Developed by agencies Africa Creative and GALERIA.ag, the campaign below featured only Madonna, Jorge Ben Jor, Ronaldo Nazário, Fernanda Montenegro, Ingrid Silva and Marta in the cast.
