Smoothie Operator
Soap Opera
Soap Opera
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Unilever OMO and MullenLowe Brasil (Globo) teamed up with Usain Bolt in hit soap opera Vale Tudo
The campaign was designed by Globo, a creative agency formed by MullenLowe and Initiative.
The scene shows the characters César (Cauã Reymond) and Olavo (Ricardo Teodoro) preparing for a run on the beach when they come across Usain Bolt promoting the new OMO Quick Cycle in a kiosk by the sea.
With bold humor, the athlete’s conversation with the characters and highlights the performance of the product, uniting entertainment and advertising in a natural and coherent way with the history of the soap opera – literally!
“Bringing an icon like Usain Bolt to Brazilian TV reinforces our commitment to relevant, creative and high-impact campaigns,” says Mayara Aliprandi, marketing manager of OMO Líquidos.
The initiative also had developments in the brand’s social networks, driven by influencers who shared the scene and released a special promotion.
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