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Neymar's decision to use a sponsored advertisement to admit that he sometimes overreacted to the faults of the 2018 FIFA World Cup has turned against him, the experts Brazilian marketers felt that this had aggravated the image of the Paris Saint-Germain striker. the title "A New Man Every Day", Sunday's video was backed by producer of Gillette personal care products and aired 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 at 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.
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"He gave some interviews, but did not admit his exaggerations to the Now, he's hiding behind a TV commercial to do it.It was great for the sponsor, after all, we're talking about the brand.But it wasn'ta good for Neymar, who now has an even bigger picture crisis to handle. "
Sports marketing consultant Erich Beting believes that the timing of the advertisement was a mistake.
"Neymar's problems have been on the ground, he will not be playing tomorrow to show that he has changed, as the ad says, and this decision, 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, "Beting said.
Jose Colagrossi, another sports marketing consultant, said, "It would be different if he really thought it, in a live press" This is not the first time that Neymar uses an advertisement to handle a crisis of the image. In 2011, he was criticized for constant misconduct and used a carrier-sponsored Nextel advertisement to address his fans.
"You cursed me when I made mistakes, you shouted when I did not listen" the announcement "You know who I am.Only another happy boy plays with his ball. "Now part of the criticism of the image crisis is directed against Neymar da Silva Santos, his father and the man who manages his career.
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Ricardo Fort, who runs sponsorship deals at Coca-Cola, said that Brazilian striker had to take control of his career. who thinks of Neymar thinks of theatricality, feigning. 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 precious to be treated like that. "
Invited to comment 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 challenges, injuries and defeats. The company also denied a report from the O Globo newspaper claiming that the attacker had been paid about 250,000 USD for this advertisement.
First published: Jul 31, 2018 10:15 am IST
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