Nothing moves a Brazilian’s heart more than a World Cup

Once, a CEO of a large company was asked by a marketing student, “If your company didn’t exist, what would change in the world?”

The mighty CEO stayed up all night, thinking of an answer that made sense. He didn’t. So he began to rethink the entire existence and purpose of his great brand.

Why am I saying this? In the end, the job of advertising boils down to establishing a bridge between consumers and brands. Our role is to dive in and deeply understand the fears, desires and fears of people on the streets, and then put the values ​​and qualities of brands and products at the service of these feelings.

We will have a real roller coaster of feelings in the country this year. We have never been so divided. Discussions are heated, with lack of elegance poisoning dialogue and lack of tolerance destroying relationships.

How did we get to this point? We could stay here for days debating. The point, however, is that soon after the elections, we will have a World Cup. And nothing moves a Brazilian’s heart more than a World Cup, no matter how agonized and disappointed we may be with ourselves.

At this point, I can give a personal statement: I was a little boy in the 1970 World Cup. I remember every minute of those games and the celebrations in the streets. I went through many more years later and now with my little boys.

Nothing is more exciting than seeing your colors face off against others, pitting our talent against others. The adrenaline rush at every World Cup game is unforgettable, especially for children.

And it is for them that we are going to leave this country. But the question remains: which country will we leave?

Here, advertising can help, and a lot. A study by Deloite shows that for every BRL 1 invested in advertising, BRL 8.54 is generated in the economy. It’s a good investment, isn’t it?

This is wealth generation for companies. But, above all, it is the generation of jobs for society. How does it work? Simple: well-done advertising informs consumers about products, increases demand, and companies need to meet that demand.

As? Increasing work positions, aka jobs. And more jobs increase consumption. That increase jobs. And this huge wheel turns in favor of society.

How many families today have children who graduated from a university because their parents had jobs created in sandals, cars, beer factories?

But there is another very important issue for our society: freedom of information. Publicity helps ensure the independence of the press. You can check it out: countries with strong publicity have a strong press. And countries without press freedom often don’t have strong publicity, nor weak publicity. Venezuela and North Korea are clear examples.

Impossible to measure the power of advertising in changing people’s reality. That’s why awards like Top of Mind are so important. They are the ones who recognize (and celebrate) the full power of marketing and advertising in building brands and businesses. Brands that live in people’s hearts.

And it’s this powerful connection that advertising builds every day. It is the industry that moves other industries. More importantly, advertising is the activity that directly influences the lives, moods and dreams of millions and millions of Brazilians.

And dreaming is still the best thing that can happen to us.