O Primeiro Sutiã (My First Bra)
Valisère1987
O Primeiro Sutiã (My First Bra) is a 1987 90-second television commercial for Valisère, created by W/GGK São Paulo.
The line
O primeiro Valisère a gente nunca esquece.
Why it works
Ninety seconds, no sales pitch: 11-year-old Patrícia Lucchesi lives through a girl's first bra, including the moment she first sees herself in it, scored with Puccini. As W/GGK was winning the Valisère account, Washington Olivetto briefed copywriters Camila Franco and Rose Ferraz on a film about that rite of passage; two days later they returned with a script that was shot exactly as written, directed by Júlio Xavier. Olivetto's one change was the sign-off, swapping "Se eu fosse você, só usava Valisère" for "O primeiro Valisère a gente nunca esquece" (you never forget your first). Launched in April 1987, it dealt with puberty and femininity when there was little openness to either, and it is studied for how a brand line can escape into the language: the full cut aired only three times on Globo, yet "o primeiro a gente nunca esquece" became a saying used even by people born after it ran. It won a Gold Lion at Cannes and appears in Bernice Kanner's The 100 Best TV Commercials.
Techniques
- Pathos Captures the tender, awkward rite of a girl's first bra, including the moment she sees herself in it, with no sales pitch at all.
- Storytelling Ninety seconds follow one girl through a rite of passage, ending on a line that ties the brand to a first you never forget.
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