On Tuesday, November 26, during a Brazilian championship match between Palmeiras and Botafogo, Fiat’s campaign celebrating the thrill of driving a hybrid car for the first time went viral. The ad, set to the sound of the iconic song, Like a Virgin, was broadcast on TV Globo during the match – at the exact moment of Botafogo’s second goal, causing a frenzy on social media.
Responses varied of course – from anger to humour, but also fans compared the joy of celebrating the goal to the thrill of driving a Fiat Hybrid for the first time. Comments included, “In the same year that Queen performs in Rio, Botafogo scores a goal to the sound of Like a Virgin. The story is really incredible!”; “I woke up to the Botafogo fans loving Like a Virgin. Is this real life?” and “Like a Virgin is the song of the championship!”
Fiat and Leo Burnett seized the moment admirably, airing a follow-up ad on Wednesday, November 27, during the prime-time broadcast of Jornal Nacional in Rio de Janeiro. This new spot recreated the moment when the Like a Virgin ad and the goal footage crossed paths, linking the emotion of Botafogo’s goal to the buzz on social media.
The impact was remarkable: a 10,000% increase in comments about the match and 3,300 mentions of Fiat on X (formerly Twitter), making it an important topic among fans.
Watch the follow-up ad:
Watch the original Like a Virgin ad that created all the buzz:
Credits:
Client: Fiat Brazil
Client Team: Frederico Battaglia, Ana Luisa Brant, Paula Martins, Camila Rapini
Agency: Leo Burnett Brazil
CCO: Vinicius Stanzione
CSO: Marie Alonso
Creative Directors: Ligia Mendes, Marco Mattos
Creative: Fabrício Soares, Katia Simonato, Pedro Gattringer, Thamara Araujo
Content Director: Wagner Ximenes
Content: Tamires Soares, Giovanna Gonçalves
CEO: Fernando Diniz
COO: Fabio Brito
Integrated Production Director: Luciana Kley
Producer: Jackeline Neuwirt
Consultant: Bruno Leite
Account Management: Sabrina Spinelli, Ágatha Ferreira, Bruna Rocha, Lorraine Sampaio, Julio Belarmino
Media: Paula Ricarte, Livia Soares, Laura Andrade, Debora Gimenes, Mateus Rikel
Planning: Thamara Araujo, Jaqueline Tampelli
Press Office: Paula Ganem, Rejane Romano, Bruna Carvalho, Samara Oliveira
Production Company: Don’t Touch My Soda
Director: Felipe Mansur
Photography Director: Will Etchebehere
Art Director: Pedro Bolo
Executive Producers: Maira Massullo, Michelle Lutfy
Line Producers: Gabriela Garça, Nicoli Azevedo
Post Production: Nash
Post & Finish Coordination: Virgini Fares
Finishing: Fabio Abreu
Editor: Dan Abraham
Colour: Osmar Junior
Audio Producer: Canja
Musical Direction: Eduardo Karas, Filipe Resende
Executive Producer: Matheus Peres
Music: Like A Virgin – Madonna
Composition: Billy Steinberg, Tom Kelly
Music Production: Érica Silva, Levi Mynssen De Mello, Filipe Lopes, Diego Zorrilla, Ardlez, Bruno Vieira
