‘My first bra was the one from the campaign’, says Patrícia Lucchesi, from the Valisère commercial

In 1987, Patrícia Lucchesi, then 11 years old, officially became an actress thanks to a commercial in which she received her first bra as a gift. The delicate campaign was created by Washington Olivetto, who died on Sunday (13), aged 73, for the lingerie brand Valisère.

Around 37 years later, Patrícia, 49, returns to the memory of Brazilian women with the death of the publicist and the recovery of her greatest works. The commercial “My first bra” appears in the book “The 100 Best Commercials of All Time” and became part of the history of Brazilian and global advertising.

Patrícia spoke with the F5 and said that the campaign was a “key turning point” in his life — it boosted his career and began a friendship with Washington Olivetto, creator of the commercial. For several years, the actress got roles on television — on Band and the former TV Manchete, and in films, with “O Casamento dos Trapalhões”.

Upon becoming a mother at 17, Patrícia gradually left acting aside to dedicate herself to psychology. She is the mother of Mateus, 32, diagnosed with autism in childhood. Currently, the “first bra girl”, as she is affectionately called, works as a psychologist in São Paulo.

How was the selection for the commercial?

I was called for a test, like many were. I passed. When the invitation arrived for me to do the campaign, it was a great joy for me. I had been working since I was eight years old, doing commercials, fashion shows, photos. But it was this, specifically, that launched me and is my best remembered work to this day.

You developed a friendship with Washington Olivetto. What was that relationship like?

I was present at different moments in his life. We met to talk about the commercial. He was my friend, right? A simple person. An accessible person.

Did you have a good financial return?

I was well paid at the time. I don’t remember the exact value. My parents managed this very well for me. And today I’m fine.

Was the Valisère bra also your first bra?

I got my first bra from a friend. She was older than me. And she even asked my mother for permission to give it to me. Because the first bra is usually the mother who gives it as a gift, right? I won well at the time of the commercial selection. But I believe she got the number a little wrong, it was a little too small for me. So it turned out that the my first bra was the one from the campaign.

Do you have a good story from the commercial to tell?

Everyone on the team helped me, because it was my first job as an actress. They said: ‘Look, think about what you would like to win’. I said: ‘Ah, I want to win a music box’. Then, when the recordings ended, the director, Julinho [Júlio] Xavier, he gave me the music box, which I still have here with me today. So, yes, everyone was there, including Washington, especially at that moment when I opened the box.

The commercial opened a lot of doors for you, right?

After that commercial, I went to miniseries. I did two beautiful miniseries on Band. I did “O Casamento dos Trapalhões”. I worked with great actors. I had contact with brilliant, wonderful people. Such consecrated people. I did the series “Grande Pai” on SBT. I even worked on the series “Sandy and Júnior”.

You were on the cover of Playboy magazine in 1994. What was the experience like?

It was very tasteful material, with an implicit sensuality. It’s a big exposure, but I, as an actress, had to expose myself. At the time, almost all famous women ended up doing it. It wasn’t my main work, but it sold well. There wasn’t even a copy left to give me.

What legacy did the “My First Bra” commercial leave?

It’s a commercial that, in my opinion, transcended the commercial itself. Because he sells a product, right? He tells a story. And he entered Brazilian popular culture. For the group of good professionals who did it. And I was honored to be there and learn from them. It’s a piece that enriched history and my story.