Neymar under fire after the World Cup & # 39; mea culpa & # 39; publicity

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 believing that this had aggravated the image of the Paris Saint-Germain scorer.

Under the title "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 looked for a long time in the mirror and I became a new man."

Brazil was eliminated by Belgium in the quarter-finals of the World Cup at the beginning of this month

. "The whole market has been waiting 15 days since the end of the World Cup to hear from it," Associated Press Associate Amir Somoggi, a partner of sports value marketing company, told the 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 handle 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. 19659004] "You cursed me when I made mistakes, you screamed when I did not listen," he says in the advertisement. "You know who I am. Only another happy boy plays with his ball. "

Now part of the criticism of the crisis of the image is 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. You are too precious to be treated like that. "

Invited to comment on 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 newspaper report O Globo claiming that the attacker received about $ 250,000 for advertising.