The artist, who has crossed generations through his art, explains what it is like to be “indomitable by time”; creation is by Africa Creative
The movement that celebrates 100 years of Itaú has a new film for the ‘Feito de Futuro’ campaign, which will go on air from February 2nd, during the break of Jornal Nacional, on TV Globo. This time, the star is Jorge Ben Jor, who starts the video by explaining what he knows best – the difference between a success and a hit: “Success is fleeting. The hit crosses time. Modesty aside, I’m a hitmaker”, explains the artist.
Remaining contemporary, celebrating the past while shaping the future, was the reflection that led to the bank’s new positioning and also connects with the singer’s trajectory, which crossed several eras of pop and was reborn in each one. from them.
“With the Made in the Future film series, we invite people to value time, longevity and the legacy that each person builds in their lives. We want, through the narrative of artists who have crossed their time, to strengthen our role in the life and history of each client, investor and collaborator, bringing our new brand expression and institutional concept”, explains Thaiza Akemi, marketing superintendent at Itaú Unibanco.
In the campaign, the musician represents the perseverance of always being attentive to all the news in the world of music and never ‘losing the tone’: “I will be there, indomitable by time. Unstoppable, like moving stone. Hail, save the future”, celebrates Jorge Ben Jor.
So far, the campaign has been represented by names such as Fernanda Montenegro, Marta and Ronaldo. The films were developed by the Africa Creative agency.
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