Rafael Grampá’s art has already featured in one high-profile advertising campaign this year, for Absolut vodka. Now his work is featuring in an promo for Nike that strikes straight to the core of the Brazilian national self-image: soccer. For any sports lovers looking forward to the 2014 World Cup, it’s an amusing piece of film, maybe even the equal of the famous 1998 airport kickabout short.
Brazil is hosting the tournament after a year of civil unrest, which featured protesters calling for the international community to boycott the World Cup amid spiraling costs and accusations of corruption. But soccer is the true national religion of Brazil, and I expect the World Cup to result in a wave of euphoria and national reconciliation, just as the 2012 Olympics caused in the United Kingdom after the riots of 2011. In fact, I wouldn’t be surprised if this joyous advert prompts the start of this process.