{ADbitious} Ogilvy Brasil Channels a little “Woman on Top”

** Disclosure: Sasha Muradali works for a WPP-held company. ***

When “Woman on Top” meets “Acelera Aê” you end up with a festive, foody advert for Arisco.

Just in time for the Carnaval season, thanks to the creatives at Ogilvy Brasil with a little celebrity help from Ivete Sangalo, it’s a bit fun and fantastic with the print images having us sing “Refrão“(3:15) to ourselves.

You may remember the romantic-comedy, released in 2000, starring Penélope Cruz and Murilo Benício (ah Lucas/Leo/Diogo, O Clone, we dieeee! [El Clon if you watched on Telemundo]) set in Salvador, Brazil and San Francisco, United States about an amazing chef, who leaves her confused, disgruntled husband for clarity, food and celebrity in California.

She ends up having her own cooking show on local San Fran television and Ivete’s commercial is reminiscent of that…and not just because of the Brazilian connection.

Something about the kitchen and all the cooking makes us think a way cooler version of Rachel Ray-crossed with Penélope Cruz and perhaps a few chili peppers.

And we won’t lie, we enjoy the twist on “Acelera Aê”, which reminds us greatly of what Akon, the Spice Girls and Britney Spears (although not a play on an original song, but rather her musical style) all did for Pepsi and their customized advertisements in the past:

“Move Over” – Spice Girls

“Oh, Africa” – Akon

“The Joy of Pepsi” – Britney Spears

Described as,

“”Arisco, tempero com gostinho brasileiro.” É com esse conceito que a marca da Unilever leva ao ar um novo comercial estrelado por Ivete Sangalo. A cantora solta a voz em “Acelera Aê,” um de seus sucessos que ganhou uma nova letra especialmente para o filme da marca Arisco.”

English:

”Arisco”, seasoned with Brazilian flavor. ” It is with this concept that the brand, Unilever, aired a new commercial starring Ivete Sangalo. The singer sang “Acelera Aê,” one of her hits, adding new lyrics especially for the filming of the Arisco commerical.

Arisco

“Acelera Aê”

You may remember, that this was the same agency that caused (good) headlines back in the summer of 2009 for their “Poop” campaign for Huggies Brasil, featuring the faces of real babies and the ‘poop’ face that newborns make:

Sold under Arisco, Bein Alta and Palmeiron, Arisco Produtos Alimenticios SA manufactures and distributes canned food products throughout Brazil, headquartered in São Paulo. As of February 8, 2000, Arisco Produtos Alimenticios SA because a subsidiary of Unilever Bestfoods (Holding) LLC.

** All images belong to Ogilvy & Mather Worldwide, a subsidiary of WPP. ***

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Sasha H. Muradali runs the Little Pink Blog (formerly Little Pink Book PR). She holds a B.S. Public Relations from the University of Florida with a minor in Dance (’07) and an M.A. International Administration with a concentration in Communication from the University of Miami (’08). She loves Twitter (@SashaHalima), Harry Potter and the colour pink. Get a copy of the Little Pink Blog delivered to your Kindle and find us on Facebook.

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