O Brasil perdeu para a Bélgica. E a transmissão da Copa do Mundo mais vista do país não contou com as propagandas dos patrocinadores da TV Globo após a derrota brasileira. Mais uma vez, os patrocinadores mostraram que não se preparam, na publicidade, para o caso de uma derrota da equipe nacional.

As marcas cotistas da transmissão da Globo sumiram da televisão depois da derrota brasileira. A exemplo do que havia ocorrido em 2014, a emissora levou mais de 45 minutos para entrar no intervalo comercial após a partida. E, quando entrou, as marcas acabaram “ignoradas”, sem veicular qualquer propaganda.

Após as reportagens de final de jogo e análises de Galvão Bueno, Casagrande e Ronaldo, a Globo passou da exibição da partida para o capítulo da novela “Malhação”. A transição entre as duas atrações contou apenas com a citação dos seis cotistas da transmissão da Copa do Mundo: Banco Itaú, Brahma, BRF, Coca-Cola, Johnson & Johnson e Vivo.

E, mesmo assim, as menções patrióticas foram deixadas de lado por algumas das marcas. O Itaú, por exemplo, que sempre divulgou o bordão “mostra tua força, Brasil” nas transmissões, anunciou somente o uso do teclado virtual no aplicativo do banco.

A Vivo foi a única que manteve o vínculo com o time nacional, anunciando ser a “patrocinadora oficial da seleção dos brasileiros”. A Coca-Cola, que é patrocinadora da Copa do Mundo, seguiu enfatizando sua conexão com a competição.

Os patrocinadores também não apareceram depois de iniciada a primeira propaganda dentro da novela “Malhação”. Até mesmo o anúncio dos jogos de sábado foi feito de forma desvinculada da Copa do Mundo, citando-se os destaques da programação do dia, entre eles os dois jogos que definem a outra semifinal da competição.

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