Who gets to hold the flag?

Celebrating all facets of Brazil’s legacy and political landscape, a new Heineken spot remembers a time when one man could unite all Brasileiros. 

Starting with a shot of the flag spread across the branches of a rainforest, the ad cuts to moments of political unrest and struggle that have occurred over the past 25 years of Brazil’s history. The contentiousness of tradition pushing against modern progression displays all the differences that make up this huge South American nation. The clips used are immediately recognizable, even to an international audience, and even if specifics are in question, the broad strokes ideals portrayed are obvious. 

The ad ends with a shot of Ayrton Senna holding the Brazilian flag while doing a victory lap after a Formula One car race. Over these images, we hear the voiceover, “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.” A celebrated Brazillian driver who died tragically in 1994, Senna is still considered one of the best in the world.  Heineken, the official sponsor of F1 racing, honors Senna’s commitment and dedication to the sport and to Brazil. 

#ObrigadoSenna, which translates to Thank You, Senna is a touching tribute developed by Publicis Brazil and directed by CASSU, reflects on the legacy of Senna and the ways in which Brazilians can connect despite social turmoil. The pride he inspired crossed all boundaries and continues to unite a people after 25 years under a single flag, despite differences. The spot is a touching tribute to both Senna and the multicultural nation he called home.