The advertiser was the mind behind the most striking advertisements for the national – and international – market
One of the biggest names in the advertising market in Brazil, Washington Olivetto, passed away this Sunday (13). It was no coincidence that the professional won more than 50 Lions at Cannes, he left a legacy with memorable works for the market and spectators.
Remember some of Washington Olivetto’s most important works for Brazilian advertising:
Bombril Boy
It was during his time at DPZ, alongside art director Francesc Petit, that the advertiser created the character that marked Brazilian advertising, Garoto Bombril. The Bombril campaign starring Carlos Moreno was worthy of a record registered in the Guinness Book in 1994, as the advertisement that remained on air for the longest time with the same actor.
First Bra
“The First Bra We Never Forget” was a Valisère commercial, created by the advertiser in 1987, already at the agency: W/GGK. It became one of the most relevant in the history of Brazilian advertising because it addressed topics such as femininity and puberty at a time when there was not much openness to these topics. This commercial reached enter the list of the 100 largest in the world.
Cofap puppy
Another character created by Washington Olivetto who left his mark on the history of Brazilian advertising was the little dog from Cofap, a brand of shock absorbers. The commercial was shown between the 1980s and 1990s.
The 40 Year Old Man
The commercial “The 40-Year-Old Man”, created for the CNP (National Petroleum Company), is considered one of the most important works in Washington Olivetto’s career. The play was, in fact, a newspaper advertisement, which had so much impact that it was broadcast on TV, won a Golden Lion at the Cannes Festival and became a bill for the end of ageism in job advertisements. .
‘Hitler’
Another Washington Olivetto commercial made the list of the 100 greatest in the world: Hitler. Created for Folha de S.Paulo in 1987, it became one of the most controversial in the history of advertising. The video features a narration that cites several positive achievements for Germany, at the end, the image of Adolf Hitler appears, along with the message: “It is possible to tell a bunch of lies by only telling the truth”. The intention was to warn about the power of manipulation in communication.
Corinthian Democracy
A fanatical Corinthian, Washington created in 1981, a decade in which the military dictatorship was taking place in Brazil, one of the most striking movements for Corinthians and for Brazilian politics, Democracia Corinthiana. At that time, he held the position of vice president of marketing at the club. The action is remembered and experienced to this day by the team and its fans.
