Brazil's World Cup ad goes global

  • Europe
  • Monday, 26 May 2014

Brazil launches charm offensive with new global Copa do Mundo ad.

BRAZIL’S tourism office has launched an international advertising campaign in advance of the World Cup, promoting the country as a dynamic destination for music, dance and culture – an ad that’s expected to reach an estimated 1.3 billion people around the world.

Two spots entitled “Dance” and “Encounters” will be broadcast on TV airwaves, social networks, the web and displayed on roadside billboards in 14 markets to generate buzz in the month-long countdown to the biggest single-event sporting competition in the world.

In the “Encounters” ad, the country builds on its reputation as “the land of happiness” and aims to convey the warmth and energy of the locals.

“We are able to offer tourists a life-changing experience, thanks to the contagious happiness of the Brazilian people,” said Brazil’ tourism minister Vinicius Lages.

“This warm welcome is one of the striking features of our culture.”

“Dance” is a fast-moving clip that parallels the fancy footwork of dribbling football players with the country’s sense of rhythm and love of dance, be it Brazilian ginga or swag.

The tagline – “Dance like us, play like us, cheer like us.”

The spots will be seen in 14 markets including the United States, Argentina, Chile, Peru, Colombia, Mexico, Germany, the UK, Portugal, Spain, Italy, Canada, the Netherlands and France.

Brazil’s “Encounters” video

– AFP Relaxnews

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