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Posted: July 31, 2018 9:19:55
Under the title "A New Man Everyday," Sunday's video was backed by personal care product maker Gillette and aired on several Brazilian TV channels . (Source: REUTERS)
Neymar's decision to use a sponsored advertisement to admit that he sometimes overreacted to faults in the World Cup failed, the Brazilian marketing experts saying that this had aggravated the image of the Paris Saint-Germain scorer. 19659004] Under the title "A New Man Every Day," Sunday's video was backed by personal care product maker Gillette and broadcast on several Brazilian television channels.
"You may think that I'm exaggerating. And sometimes I exaggerate. But the truth is that I suffer on the ground, "said Neymar in the announcement, referring to the constant faults he's received at the World Cup.
" I took long to accept your criticism. I took a long time to look at myself in the mirror and become a new man. "
Brazil was eliminated by Belgium in the quarter-finals of the World Cup earlier this month.
Marketers said that" The whole market has been waiting 15 days since the end of the World Cup to hear from him, "told the Associated Press Amir Somoggi, a partner of the sports value marketing company.
" He gave a few interviews, but did not admit his exaggerations then. Now he's hiding behind a TV commercial to do it. It 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. "
The sports marketing consultant Erich Beting considers that the moment of the advertisement was a mistake.
In this case, you have to go to the podium and go to the pedestrian street. to me when watching a fico de pé, parça, o Brasil inteiro levanta comigo. #umnovohomemtododia
Attend a game for children: https://t.co /GKvLfqOIbB pic.twitter.com/ 3EFBx68zL8
– Neymar Jr (@neymarjr) July 30, 2018
"Neymar's problems have occurred in the field, and he will not play not tomorrow to show that he has changed, as the advertising says. This fact, and his decision to choose an ad to do so, will make everything empty. It will be weeks before we can show a real improvement, "said Mr. Beting.
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 Neymar has used an advertisement to handle an image crisis.
In 2011, he was criticized for his constant misconduct. he used an advertisement sponsored by the carrier Nextel to address his fans.
"You cursed me when I made mistakes, you screamed when I did not listen," he said in the advertisement. "You know who I am.Only another happy boy is playing with his ball."
Now part of the criticism of the image crisis is targeting Neymar da Silva Santos, his father and l & # 39; man who manages his career.
Ricardo Fort, who heads global According to Coca-Cola spokesman, 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.You are too valuable to be treated like this."
Guest at commenting on the negativity, Neymar's team directed the Associated Press to Procter & Gamble, owners of Gillette. "Like many others, Neymar Jr. faces challenges, injuries and defeats, and Gillette's goal is to encourage every man, without distinction, to reflect the challenges, injuries and defeats. The company also denied a report from O Globo newspaper claiming that the attacker had received about $ 250,000 for advertising.
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