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Neymar's decision to use a sponsored advertisement to admit that he sometimes overreacted to faults in the failed World Cup, the Brazilian marketing experts said that image of the Paris Saint-Germain striker had further worsened
. "A new man every day," Sunday's video was backed by Gillette personal care product manufacturer and broadcast on several Brazilian TV channels.
"You may think that I'm exaggerating, and sometimes I'm exaggerating, but the truth is that I'm suffering on the ground," Neymar said in the announcement, referring to the constant mistakes that He received at the World Cup.
"I took a long time to accept your criticism.I took a long time to look myself in the mirror and become a new man."
Brazil was eliminated by Belgium in the quarterfinals World Cup final earlier this month.
Marketers said, "The whole market has been waiting 15 days since the end of the World Cup to hear from him," said Amir Somoggi, a partner at sports value marketing firm Associated Press.
"He gave some interviews, but did not admit his exaggerations then.He now, he hid behind a TV commercial to do it.This was great for the sponsor, after all, we are talking about the brand.But it was not good for Neymar, who now has an even bigger picture crisis to handle. "
Erich Beting, sports marketing consultant, thinks that the timing of the advertisement was a mistake
"Neymar's problems have occurred on the field.He will not play tomorrow to show that he has changed, as the advertising says.This fact, and his decision choosing an ad to do so will make everything empty, it will be weeks before we can show a real improvement, "Beting said.
Jose Colagrossi, another sports marketing consultant, said, "It would be different if he really thought so, in a live press"
This is not the first time that Neymar uses an advertisement to cope with an image crisis.
In 2011, he was criticized for his constant misconduct and used an advertisement sponsored by the Nextel carrier to address his fans.
"You cursed me when I made mistakes, you shouted when I did not listen," he said in the announcement. Only another happy boy plays with his ball. "
Now part of the criticism of the image crisis is targeting Neymar da Silva Santos, his father and the man who manages his career.
Ricardo Fort, who heads global According to him, the Brazilian striker must take control of his career.
"After this World Cup, who thinks of Neymar thinks of theatricality, cheating, these are attributes that no brand wants to badociate," Fort wrote in an open letter to the player in the # Monday edition of the magazine Meio & Mensagem
"It's time for you to hire a professional to take care of your career."
Invited to comment on the negativity, the team of Neymar directed the Associated Press to Procter & Gamble, owners of Gillette.
The company did not discuss the criticism of the player, or the announcement.
"Like many others, Neymar Jr. faces challenges, injuries and defeats, and Gillette's goal is to encourage every man, without distinction, to think about the possibility of becoming a new man every day, " The company said in a statement
The company also denied a report of the jo Urnal O Globo saying that the attacker had been paid about $ 250,000 for advertising.
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Last updated: Tuesday, 31 July 2018 KSA 09:55 – GMT 06:55
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