The explanation of Neymar's explanation falls flat in advertising

SAO PAULO – Neymar's decision to use a sponsored advertisement to admit that he sometimes overreacted to faults in the World Cup failed, Brazilian marketing experts saying that this had aggravated the image of the striker of Paris Saint-Germain. Under the title "A New Man Every Day," Sunday's video was backed by a personal care product manufacturer, Gillette, and broadcast on several Brazilian networks.

"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 video, referring to the constant faults he's received at the World Cup.

" I've taken a long time to accept your criticism. Brazil was eliminated by Belgium in the quarter-finals of the World Cup earlier this month.

Marketers have stated that the advertisement damaged Neymar's brand as much as its brand. "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 company.

"He gave a few interviews but did not admit his exaggerations then.He now hid behind a TV commercial to do it.This was great for the sponsor; We are talking about the brand but it was not good for Neymar, who now has an even bigger picture crisis to handle. "

A sports marketing consultant, Erich Beting, thinks that the timing was a mistake.

"Neymar's problems have occurred on the ground he will not play 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 all empty, it will be weeks before we can show a real improvement, "said Mr. Beting

Jose Colagrossi, another marketing consultant,

" It would be different if he really thought so, at a live press conference. "1965-19002 This is not the first time Neymar has used an advertisement to handle an image crisis. In 2011, he was criticized for constant misconduct and used an advertisement sponsored by the carrier Nextel to address his fans.

"You cursed me when I made mistakes, you shouted when I n & # 39; "Do not listen." "You know who I am. Only another happy boy plays with his ball. "

Now, part of the criticism for the image crisis is directed against Neymar da Silva Santos, his father and director.

Ricardo Fort, who runs global sponsorship agreements at Coca-Cola , said Neymar 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, "wrote Fort in an open letter to the player in the Monday edition of the magazine Meio & Mensagem

" It's time for you to d & # 39; hire a professional to take care of your career You are too valuable to be treated like that. "

Gillette's owner, Procter & Gamble, would not discuss player criticism or advertising.

The Cabinet also denied a report from the newspaper O Globo

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