The communication uses elements from the daily life of Brazilians and popular football figures to represent the brand’s cultural closeness with its audience. The campaign highlights the difference between the approach of foreign companies and that of those who genuinely understand the behavior of the Brazilian fan.
In the film, the entire scene takes place on a beach, under strong sunlight and in a relaxed atmosphere. Zico and Vampeta are by the seaside, casually chatting about football amid the typical beach vibe of the country. In this setting, a foreign vendor with a strong British accent appears. She approaches to offer her products, but her communication shows little familiarity with the Brazilian way of speaking. Zico and Vampeta listen to her and, without much reaction, end the interaction.
Next, a vendor styled as a Greek man appears. He presents his offers with enthusiasm, but once again without matching the environment or the local language.
The dynamic changes when Macaé and Dica do Gordinho — BETesporte influencers — enter the scene. Both use expressions, accents, and gestures typical of everyday Brazilian life. They present their offers in a way that aligns with local culture, with rhythm, humor, and naturalness. At that moment, the contrast between the foreign approaches and the Brazilian communication becomes evident through the construction of the scenes.
“This campaign reinforces the company’s boldness, authenticity, and identity. With humor and respect, our goal is to strengthen the brand’s connection with the public. In a competitive market filled with foreign companies, we want to show that no one understands Brazilians better than Brazilians themselves. And in that regard, BETesporte stands out, because we are a company with Brazilian DNA,” says Danilo Melo, BETesporte’s marketing director.
The video will be published on the brand’s social media channels, with commercial placements on major Brazilian TV networks and streaming platforms. In addition, the slogan “Brazil is BETesporte” will also appear on LED boards at Brazilian Championship matches.
In October, BETesporte had already launched a Responsible Gaming awareness campaign in partnership with former player Vampeta, which initially generated major buzz after he mysteriously teased a supposed new +18 photoshoot inspired by his iconic 1999 picture.
The post, which reached around 800,000 views and organically spread across the country’s main news portals, led many to believe he would recreate the photoshoot — but the reveal came in a video in which the brand presented the tagline “Not everything is what it seems,” emphasizing that online betting is exclusively for those over 18 and must be done responsibly.
Source: GMB
