Johnnie Walker pays tribute to an unsung hero – percussionist Paulinho da Costa

What do Thriller, by Michael Jackson, La Isla Bonita, by Madonna, All Night Long, by Lionel Ritchie, We are the World, by USA for Africa, and many hits by Whitney Houston and Tina Turner have in common? Brazilian musician Paulinho da Costa on percussion.

Paulinho is the star of a new campaign for Diageo whisky brand Johnnie Walker, that features a film celebrating his career and cultural impact. The film connects iconic rhythms to the journey of an artist who built up his career step by step, crossed borders and helped shape the sound of global classics. By telling this story, the brand reinforces its connection to stories of progress and movements that shaped pop culture as we know it.

Over the course of his career, he played on over 6,000 tracks, recorded with 972 different artists, and participated in projects that led to 161 Grammy nods and 59 wins, with 180 gold and platinum singles and albums. Even so, most Brazilians have never heard his name.

“Some Brazilian artists have gotten more recognition abroad than at home, including some big names in bossa nova,” says Guilherme Martins, CMO of Diageo Brasil. “Today, Brazilian culture is being celebrated more than ever, and it’s become a real source of pride, especially when that brilliance translates into recognition at major awards. When we look at Paulinho’s trajectory and everything he’s done, it just doesn’t make sense: he’s on thousands of songs, the biggest albums, the most iconic soundtracks in history, and even so, too few Brazilians know who he is. Paulinho da Costa’s story is made up of steps that changed music and echo to this day – and that’s why we want to celebrate him.”

As part of the campaign, the brand also financed a documentary about Paulinho da Costa, directed by Oscar Rodrigues Alves and produced by Alan Terpins. The film, to be launched on streaming in the first semester of 2026, will depict his life and work, with interviews with some of the biggest artists and producers in music history, from Quincy Jones to Will.i.am.