1. “My First Bra” – Valisère (1987)
This iconic commercial marked generations of girls and is among the 100 most influential of all time. It sensitively addresses the transition from childhood to adulthood, highlighting the feeling of belonging provided by the first bra. To this day, many women remember this film fondly.
Technical details: Client: Valisère / Agency: W/GGK / Director: Julio Xavier / Creation: Rose Ferraz, Camila Franco and Washington Olivetto
2. “O Pingo” – Deca (1971)
Created in 1971, this commercial secured one of the first Cannes Lions for Brazil. With simplicity and objectivity, the film highlights the brand’s sealing system and reinforces the importance of the rational use of water, a topic that is still relevant today.
Technical details: Client: Deca / Agency: Lince Propaganda / Producer: Blimp / Director: Guga de Oliveira
3. “Sonhos Garoto II” – Chocolates Garoto (80s)
This commercial captures youthful romance in a subtle and charming way, using the song “I Had the Craziest Dream” by Frank Sinatra. The film portrays chocolates as gifts that young people could offer to their passions, quickly becoming a success.
Technical details: Client: Chocolates Garoto / Agency: W/Brasil / Producer: Júlio Xavier Filmes / Director: Júlio Xavier
4. “Passeata” – Staroup (1988)
Created during a period of military repression in Brazil, “Passeata” was bold in criticizing police violence against students. Despite initially being booed, the film was awarded the Golden Lion at Cannes, highlighting its social relevance and impact.
5. “A Semana” – Época Magazine (2000)
This commercial not only marked the launch of Revista Época but was also the first Brazilian Grand Prix at the Clio Awards. The film stood out for its creativity, rhythm and impeccable execution, also winning a Golden Lion at Cannes in the same year.
Technical details: Client: Editora Globo / Agency: W/Brasil / Director: Jarbas Agnelli
6. “Hitler” – Folha de São Paulo (1987)
Considered by many to be the best commercial in history, the film “Hitler” questions the power of information manipulation, highlighting the importance of a free and critical press. Directed by Washington Olivetto, the film became one of the most applauded in Cannes at the time. The Technical Sheet features two of the greatest advertisers in Brazil (Olivetto and Nizan), in addition to the exquisite direction of the genius Andrés Bukowinski. The ad is also among the 100 most influential of all time.
7. “40-Year-Old Man” – Bill (1980s)
Initially created as a newspaper advertisement, “40-Year-Old Man” was adapted for TV and generated a social impact by raising the issue of age discrimination in the job market. The campaign resulted in a bill that changed hiring practices in Brazil.
8. “Like a Wave” – Rider (1993)
With the voice of Tim Maia and the song “Como Uma Onda”, this commercial captured the essence of the 90s and remained in the popular imagination. The choice of soundtrack was a key factor in the film’s success.
Technical details: Client: Grendene / Agency: W/Brasil / Producer: Jodaf
9. “Corrida no Parque” – Cofap (80s)
This commercial was so popular that it transformed the Dachshund into the famous “Cofapinho”. With a dog and a child as protagonists, the film captivated the public and became one of the classics of Brazilian advertising.
Technical details: Client: Cofap / Agency: W/Brasil / Management: Julinho Xavier
10. “Bombril Boy” – Bombril (1978)
Bombril’s campaign with Carlos Moreno was listed in the Guinness Book of Records as the longest starring the same actor. The “Bombril boy” became an icon of Brazilian advertising, winning the public’s sympathy for decades.
Technical details: Client: Bombril / Agency: DPZ / Creation: Washington Olivetto and Francesc Petit
