O Boticário
Anti-Merchan
Some Brazilians have a belief that national production will always be of lower quality than anything that comes from abroad. We all know that’s not true.
To counter this outdated mindset, a new format: O Boticário’s first anti-ad.
So we cast the villain of the moment, the iconic Odete Roitman, to embody these belief.
To counter this outdated mindset, a new format: O Boticário’s first anti-ad.
So we cast the villain of the moment, the iconic Odete Roitman, to embody these belief.
Odete Roitman is Brazil’s most iconic TV villain from the soap opera Vale Tudo. During the 2025's remake, everyone was talking about her. Tha'ts when we made the country talk about O Boticário.
Art vs. artist? It definitely got the buzz going.
We wrapped up the campaign with a pack of native digital content featuring actress Debora Bloch showing her daily routine using the products once criticized by Odete, now among the most talked-about in Brazil.
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Gut São Paulo
CCO: Bruno Brux
ECD: Pedro Araujo, Sofia Calvit, Tiago Abreu
CDs: Mellina Fontoura
CW: Gheisa Lessa, Clécius Gonzaga, José Eduardo Castilho
ADs: Fill Almeida, Ana Carolina Nunes, Gabriel Soeiro