Panel SA: Christmas advertisements address political tension in families

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Love, family and communion are frequent themes in advertisements that stores and brands take to TVs and social networks during the end of year festivities. In 2022, after another electoral period under a high level of tension, political disputes are also in commercials.

The films make no mention of elections or political preferences, but speak of the differences that lead to estrangement between members of the same family.

In advertising for the Boticário group, under the tag #espalheoamor, the invitation is to leave differences behind and believe again. “We are more divided than ever. And we cannot let this go any further”, says the text that accompanies the campaign film.

In the video, the metaphor of family rifts appears in homes broken in half, landslides and separations between family members, couples and friends. “Instead of dwelling on what separates us, it’s time to remember what has always been able to unite us, love.”

Casas Bahia brought back the campaign that aired in 2019. It was the end of the first year of the Jair Bolsonaro (PL) government, after an electoral dispute marked by waves of fake news and heavy digital activity.

In the video released again this year, the retailer invites those who have been away to “return to the group”. The #VoltaProGrupo tag refers precisely to the departures of WhatsApp groups, where many of the family political fights took place.

The film shows a family discussion in a message board, as the narrator observes that “differences are making us not understand each other anymore, dividing our families, separating our groups.”

In another moment, a family dinner is disturbed by an argument. “I’m just saying what I think,” says one character. At the end, the invitation to rapprochement: “life asks us to understand each other again, to love, to return to the group.”

Joana Cunha with Fernanda Brigatti

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