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Haddad was appointed to replace da Silva only on September 11, less than a month before the first round. Nevertheless, he outclassed the other candidates to finish second with 29% of the vote in the first round and win a place in the second round.
Bolsonaro almost won, getting 46%. And Haddad could never take the field again. Bolsonaro easily won Sunday with just over 55% of the vote, against slightly less than 45% for Haddad.
The Workers' Party and other people betting against Bolsonaro have underestimated the power of its simple campaign platform and its messaging capability, especially on social media.
His promises, like those of Trump, were easy to digest: he would incite criminals to brutally fight, eliminate corruption by imprisoning politicians and give the Brazilian economy the tough kind of love it needed. through pension reform and privatization.
Maybe nowhere has Bolsonaro argued better than in his almost daily sessions on Facebook Live. Wearing a t-shirt and sitting at an empty table, he looked into the camera and just spoke. For many Brazilians exhausted by the stories of politicians looting public coffers and living in sumptuous lifestyles, the image of a severe and austere father figure ready to put in. Order in the house was refreshing.
Bolsonaro doubled his social media strategies after being stabbed and nearly died while campaigning on Sept. 6. A few days after the attack, he resumed the conversation with his supporters via videos and tweets published on his hospital bed.
"Bolsonaro is the voice of people who want to speak but do not think they can do it because they fear being politically incorrect," said Carlos Manhanelli, political marketing specialist and chairman of the board. Brazilian Association of Political Consultants. "He stands as he is and in the minds of voters, this is genuine."
While Trump's victory was a surprise, a Bolsonaro victory seemed more and more inevitable last month.
Perhaps the clearest sign is the end of September, when anti-Bolsonaro marches organized by women's groups gathered tens of thousands of people on the streets. Yet polls soon began to show that Bolsonaro's support for women was steadily increasing.
This trend has been maintained to the point that Saturday polls have supported 42% of voters against 41% for Haddad.
Valentina Collet, a 48-year-old doctor from Sao Paulo who voted for Bolsonaro, summed up the calculation that many women have made.
Bolsonaro "everything I do not believe in. I am against violence, I am against arms, I am against her attitude," she said, before adding: "We fought so hard strong to remove the Workers' Party from power So, in the end, are you going to vote again for the same? "
