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SAO PAULO – 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 claiming to have made the Paris The image of St. Germain's attacker is even worse
Under the title "A new man every day", Sunday's video was backed by Gillette personal care product manufacturer and broadcast on several Brazilian television channels. 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, "said Amir Somoggi, a partner of the sports value marketing company, to the Associated Press.
" He gave a few interviews, but did not admitted 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. "
Sports marketing consultant Erich Beting thinks the timing of the advertisement was a mistake.
" Neymar's problems have occurred on the ground he will not play tomorrow to show that he has changed as the advertisement says. This fact, and his decision to choose an ad to do so, will make everything empty. It will take weeks before we can show a real improvement, "said Josef Colagrossi, another sports marketing consultant,
" 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. 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 announcement. "You know who I am.Only another happy boy plays 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 associate," Fort writes in an open letter to the player in the magazine. 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 staff directed the Associated Press to Procter & Gamble, the 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 company also denied a report from the O Globo newspaper claiming that the attacker had been paid about $ 250,000 for this advertisement.
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