In order to pay homage to Ayrton Senna and to revere the power that the three-time champion have to make Brazilians feel like they belong to one nation, Heineken, the official sponsor of F1, presents the film “Obrigado”. Developed by Publicis Brazil, the piece is part of the #ObrigadoSenna campaign and reflects the importance and legacy of the racing driver, who for 25 years has been in the memory of Brazilians as one of the greatest of all time. Content will be available from October 26rd.
Heineken’s new campaign takes a tour on the country’s recent history by showing several moments when the national flag was at different contexts – addressing different social realities. “Obrigado” was developed to glorify the magic that only Ayrton Senna had to unite Brazilians around TV and made us proud through his victories and inspirational example,” says Guilherme Retz, Heineken brand manager.
The campaign film revolves around a trademark gesture of Ayrton Senna: raising the Brazilian flag in the eyes of the world in every victory. The act of wielding the national flag took place for the first time at the Detroit GP (1986), and remained until his last achievement at the Australian GP (1993).
“They say that when it is the flag of some, it is not the flag of others. But in the hands of one, it was the flag of all,” says the movie’s voiceover. “Thank you for inspiring us to walk together.”
“Ayrton has always been very proud to share his achievements with the whole country. His love for Brazil was evident in his victories. After winning in F1, he raised the Brazilian flag to show his pride for his homeland and to share the joy of triumph with all Brazilian fans. In Detroit, when Ayrton raised the flag, the country was saddened by the early elimination at the 1986 World Cup. He was able to return the joy to Brazilians with F1, one of the most competitive sports in the world,” says Bianca Senna, the driver’s niece and Branding Director at Ayrton Senna Institute.
“We live in times of strong and opposing opinions that sometimes-put people in opposition. Even after 25 years, Ayrton Senna is still unanimous, recognised as a hero, as national pride and to this day able to put all Brazilians on the same side,” adds Domenico Massareto, Publicis CCO.
“Ayrton Senna inspired and encouraged Brazilians to be proud of their country and, above all, to be united. With this campaign Heineken reminds its consumers of the pride and happiness that this national hero provided to his nation with a simple gesture. Yesterday, today and always we will have reasons to say ‘obrigado’ to Ayrton Senna,” Retz adds.
The campaign was created by Pedro Maneschy, Gustavo Vieira, under the direction of André Leotta, Arturo Marenda, Paulo Aguiar, Rico Lins and Domenico Massareto. The film was directed by Cassu and the production house is YourMama.
“Obrigado” airs on TV and on the Internet, and is also part of a series of Heineken brand activations in partnership with the Senna Family, which in 2019 came together to celebrate 25 years of the driver’s legacy with a series of joint actions, which also include the unprecedented Heineken F1 Festival – Senna Tribute (Nov, 9) and the Heineken Brazilian Grand Prix 2019 (Nov, 15,16 and 17), events that will take place in São Paulo.
This is Heineken’s third action in partnership with Senna’s family this year. The first one took place in May, during Senna Day. The second one has been active since September, where for each post published on social networks with #ObrigadoSenna R$5,00 were donated to Ayrton Senna Institute, which actively contributes to the continuation of the driver’s legacy.
Source: Publicis Brazil