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Little known and unobtrusive until then, Luciano Hang began betting on advertising actions at the end of 2016. The "Who's Havan?" Campaign The starring was the way he had discovered to counter rumors that the shops distinguished by White House-inspired architecture and the replicas of the Statue of Liberty on his facade belonged to the sons of former Lula presidents and Dilma Rousseff. "The badociation of politicians has begun to affect the image of my company," said Hang, who, without hiding his antipotism, has always admired the United States and capitalism. "Believe in entrepreneurs, let's work," he usually preaches to defend the downsizing of the state during his public appearances.
Since the campaign, two years ago, the owner turned the face of the company and neutralized the attacks of marketing. For that, he counted on long-standing partners. Since 2013, when he began to develop stores in addition to the Southern region, he became a frequent advertiser of the program SuperPop RedeTV !, Presented by Luciana Gimenez. At the time, this attraction was already attracting the popularity of Jair Bolsonaro, still a federal MP, accustomed to debates on the family, homobaduality and machismo advocated by the presenter. But Havan's big leap into the television advertising market is gaining momentum in the hands of two theater program managers in Paraná, a state that is home to more brand-name stores after Santa Catarina.
Carlos Roberto Mbada, Ratinho, pulled the line of notable ambbadadors of Havan. He began by advertising products in his program, which was the scene of Luciano Hang's biggest media exposure to date. A live interview and a national network of 12 minutes where he appeared to hear rumors about the company and detail his growth project. Ratinho quickly secured the constant patronage of the network of retailers to give him an image of the attraction that he has been exercising for more than 20 years at SBT. Between two trips to the inauguration of new stores in Brazil, the presenter and the businessman discovered political affinities, which, shortly before their meeting, would be unlikely.
Mouse was a friend of Lula. Such closeness eventually gave him accidents. In 2005, his name was involved in the mensalão scandal, suspected of receiving 2 million reais withdrawn from the accounts of businessman Marcos Valerio as payment for an interview granted to the president of the company. The year before. He denied the allegation and, for lack of evidence, was not charged. In 2012, Lula, who had already retired from the presidency, returned to be interviewed in his program. The São Paulo Regional Electoral Tribunal fined the host and the PT for early election propaganda, while Lula closely followed the orientation of his mayoral candidate, Fernando Haddad, for the notorious purpose to make it better known. Responsible for the invitation, Ratinho was willing to pay the fine of 15,000 reais.
The relationship between Lula and Ratinho would begin to deteriorate the same year. The presenter had been negotiating behind the scenes so that the former president remained neutral during the mayoral election of Curitiba, whose son, Ratinho Junior, was one of the candidates. Lula respected the agreement reached with his friend, but the PT decided to support Gustavo Fruet (PDT), who won the dispute in the second round. After that, Ratinho, who had never sympathized with the party despite his friendship with his main founder, became an anti-card-carrying artist moving away from Lula. His son followed in politics. In October, the PSD elected him governor of Paraná in the first round. Luciano Hang donated R $ 100,000 for his campaign. Father and son supported Bolsonaro in the state
Another avid partner of Havan's owner at SBT is Celian Portiolli, host of Sunday Legal . In 2014, he had already been hired by the company for a promotional appearance in the stores, but Hang's ties tightened three years later. Havan is sponsoring a 45-minute 45-minute questionnaire on his show, which is already in its third season. Portiolli badumes patriotic enough to cry with the performance of the national anthem. On election day, the TV-sponsored panel featured Havan employees wearing the yellow-green jersey devised by the company's owner, implicitly hinting at the Bolsonaro campaign: "Brazil that we want is ours. " After the victory of the PSL candidate, Portiolli defended the slogans referring to the period of the military dictatorship launched by the SBT, including "Brazil, love it or leave it", posting on social networks a provocation for the viewers who have criticized the articles: "Brazil, where you like, or Venezuela is there" – before, Luciano Hang had promised to pay one-way tickets to Venezuela for left-wing activists in one of his videos published on the Internet
In early December, Ratinho and Portiolli at the inauguration of the first Havan store in Rio Grande do Sul, dressed in the traditional Gaucho pilgrimage, stood alongside President Hang, applauding the fiery speech of the Businessman calling for "more freedom of work on Saturdays, Sundays and holidays", as well as "less trade union interference" to open more businesses.
Sbtistes and Havanists
"We are good soldiers from Havan, Celso is the sergeant," Ratinho explains of the dedication of communicators in promoting the Santa Catarina society. Portiolli goes beyond. "I am a Sbtista, but also a Havanist." He does not even hesitate to compare Luciano Hang to Silvio Santos. "I have only seen two of them in my life, they are men of incredible energy, humble and simple," he says. It was he who organized a meeting between the tycoons. In May, Hang was in SBT Studios, where he had invested about R $ 50 million in advertising in 2018 and had been introduced to Silvio Santos, who had invited him and his three children to specify their program. . During the participation, which lasted nearly six minutes, the presenter was impressed by the size of the businessman's stores, but he refuted after saying "believe in Brazil" to justify the investments. "It's a bit of a demagogue," provoked Silvio Santos.
In an increasingly rare market for advertisers, Hang flattery has gained new space on the network. In December, he was the special guest of the photo "For whom you take off your hat" in the program Raul Gil . While the businessman went on the scene to attack Lula, federal universities, journalists and leftist governments in Latin America, the presenter exalted him as " a big supporter of TV propaganda ". Three days later, an interview with Hang Danilo Gentili, a comedian who, like Bolsonaro, was already sued by the MP Maria do Rosário (PT) for macho offenses and presents the program The Night . Less than a week after attending "For whom do you raise your hat" with his colleague Raul Gil, who also criticized the press, the "left-wing teachers" of universities and socialist governments, Gentili signed a contract on 20 commercial insertions in year In the beginning, in the presence of Easter eggs, the presenter summoned his fans to buy in the store.
Raul Gil and Chief Silvio Santos covered Jair Bolsonaro with compliments at the last Teleton SBT Charity Attraction Exposed in November [19659015] Due to the economic power and desire of open the coffin, Hang is courting with the names of other broadcasters. In August, businessman and presenter Roberto Justus went to Havan headquarters in search of sponsorship of his reality show The Apprentice to be screened by Band . He left with the promise of a quota of chain stores. On the eve of the second round, Justus announced his support for Bolsonaro, saying "the PT has already demonstrated its inability to give Brazilians a better life." Like Hang, the presenter is a signatory of the manifesto led by Flávio Rocha, president of Riachuelo, in which a group of businessmen defends the free market and pledges to take the reins of politics.
For Luciano Hang, SBT has programs "Aimed at the Brazilian family". He says that the identification between the advertiser and the investor is essential when concluding a transaction. "We seek to add people with whom we identify and are able to interact with the population." According to Havan's marketing department, the company's advertising strategy does not take into account ideological criteria and does not condition sponsorship for the political functions of personalities and communication vehicles. Although Hang is critical of Globo, to the point of disqualifying the broadcaster's entrepreneurs as presenter, Fernanda Lima, his company has already announced in the program Encounter with Fátima Bernardes as well as during commercial breaks during prime time. In September, Globo's viewers were surprised by a Havan campaign featuring SBT performers such as Ratinho, Celso Portiolli, Danilo Gentili and Eliana. They also posed as publicists of the company, the youtuber Whindersson Nunes and the presenter Sabrina Sato, of Record. She is married to the actor Duda Nagle, who has stepped up demonstrations in favor of the dismissal of Dilma Rousseff on Paulista Avenue. In December, Luciano Hang recorded an interview with journalist Leda Nagle, Duda's mother.
There is a predetermined ritual for every celebrity engaged by Havan. Celebrities are greeted by the company's helicopter at Navegantes International Airport, from where they travel to the headquarters of Brusque. Upon arrival, they will visit the megaloja, ring a bell reserved for illustrious visitors and pose with the staff to take photos. Among the meetings with Luciano Hang, they usually leave with transmitted advertising contracts, which usually involve conducting interviews with the owner. When interviewed by Luciana Gimenez, Ratinho, Danilo Gentili, Raul Gil, and Silvio Santos, the entrepreneur did not have to respond to thorny issues such as the alleged shootings of messages against the PT in Whatsapp, the broadcast illegal content favorable to Bolsonaro in Facebook or the conviction of the court of Santa Catarina for exchange evasion.
Scholarly Scholars With Havan
This year, Falcao, one of the greatest futsal players of all time, became a Havan propagandist. He has recorded promotional activities for the World Cup, Children's Day and the 32nd anniversary of the company. During the elections, he provoked controversy by criticizing the # EleNão movement and shouted "President of Bolsonaro" in his farewell to the Brazilian national team on the same day of the second round. In November, the former player visited the elected president in Rio de Janeiro. "I was confident of being able to monitor his unique desire to improve our country," he commented following this meeting on his Instagram profile.
But the support for the far-right politician who has most resonated in the world of sport has been five-time champion Ronaldinho Gaucho, who approved in 2014 the candidacy of Aécio Neves (PSDB ). The former star of Barcelona has released an image with a team jersey and the number 17, revealing his vote "for a better Brazil, I want peace, security and someone who we bring back to joy ". The social networking event took place on the eve of the first shift, two days after his brother and representative, Assis Moreira, confirmed his participation in the Santa Catarina star game, sponsored by Havan.
José Pereira, organizer of the 13 December demonstration, tells that he has participated in a hotel in Sao Paulo to close the presence of Ronaldinho, but that Havan decided to sponsor the game only after the confirmation of the former player.The official program of the "The event was announced on October 30, two days after the election of Jair Bolsonaro." A name like Ronaldinho opens doors, "says Pereira." Although he claims that other brands have helped To pay the star's fees, which charge $ 200,000 per exhibition during festive and friendly events, with the exception of charity games, Havan's contribution was decisive for c open the expenses of guests and departure for Brusque for the first time. Like the Havanaistas, Ronaldinho flew by helicopter from the company and made the usual visit to the headquarters, alongside former selection mate Ze Roberto. In the second round of presidential elections, he did not speak out nor vote.
In addition to the Brusque Football Club, Havan sponsors two other national football clubs. In late 2017, he signed a contract of about 3 million reais with Atletico Paranaense to display his mark on the uniform sleeves for a season. Antipetista convinced, the club's mandachuva, Mário Celso Petraglia, was presented by Luciano Hang to the Bolsonaro clan. He plans to approach the elected president after using the team to support his campaign. One day before the first round of elections, Atletico came into play against America-MG with a shirt similar to that made by Hang and carrying a message of subliminal support to Bolsonaro: "Let's all go together for the sake of Brazil's love. "
In October, the public prosecutor had already denounced Luciano Hang for having forced officials to vote in Bolsonaro, under threat of threats. closing stores and promoting layoffs if Haddad wins the elections The businessman says that he has never forced the vote for Havan employees. He simply said "for whom, in his opinion, they should vote." Although the network refuses the selection of employees and business partners for ideological affinities, its owner has repeatedly stated that "PT could not work at Havan".
Chapecoense is the other club sponsored by Havan. Unlike Atletico, the West Santa Catarina Club has not adopted an institutional stance in favor of Bolsonaro. However, the main supporter of Chapecó's bolsonary plate has the prints printed in the club, mainly after the exhibition that won as spokesman for the team after the tragedy of the plane that has took the delegation to Colombia in 2016. Mayor Luciano Buligon bought a fight with PSB to support Bolsonaro in the region. Because of his choice, he was excluded from the party. Havan has two stores in Chapecó. Currently, the company employs 16,000 people in 120 locations across the country. After Bolsonaro's victory, Hang promises to invest 500 million reais, create 5,000 jobs and open 20 new stores by 2019, in addition to claiming even more that advertising is the stone angular of the business – and even political activism.
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