Não é assim uma Brastemp

Why it works

In a series of mock-confessional films, ordinary people settled in armchairs describe an appliance from another brand with embarrassed hesitation: it works, it is fine, it is just… “não é assim uma Brastemp”, not exactly a Brastemp. Created by the agency Talent in 1991 under creative directors Ana Carmen Longobardi and Mauro Perez, the campaign let faint praise for rivals do the selling, setting Brastemp up as the benchmark for its category without a single boast. It is studied because the line escaped advertising entirely: Brazilians still use it for anything merely adequate, from appliances to government budget policy. Brastemp kept it as the theme of its advertising until 2003, and in 2017 brought it back alongside internet memes, a rare case of a brand reclaiming a phrase the public had taken over. Talent's founder Júlio Ribeiro was remembered for it on his death in 2018.