📺 It’s all in the ads

As one of the many official sponsors of the Brazilian men’s national football team, ubiquitous beer brand Brahma released its new World Cup ad campaign last month to much buzz and critical acclaim. 

The three-minute commercial plays on the general sense of pessimism surrounding the Brazilian national team’s chances of winning the 2026 World Cup, aiming to lift spirits and ending with its uplifting slogan: “You’re Allowed to Believe.” Produced by África Creative, the video has already reached 12 million views on YouTube and is already considered among the best World Cup ads of this current tournament.

Looking back at the World Cup ad campaigns of major Brazilian brands in recent years, Brahma’s latest offering follows a pattern dating back to 2010, with emotive messages of hope and belief in victory — not surprisingly, coinciding with Brazil’s longest dry spell of World Cup titles…

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