Brazil - BRAZZIL - Censored lyrics, Votes bought, Massacre in Rio Grande do Norte, Paulo Freire dies, PC case reopened - Brief News - Rapidinhas - June 1997


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RAPIDINHAS

Advertising
Mommy Blue

Several advertisers intent on paying homage to mother in May, and hoping that in return they would get some customers for their clients, had the same non-original idea: putting mom together with her baby. All of these ad professionals also decided to add a twist to the trite mother-infant solution: they had the baby hungrily sucking the mother's breast.

Melitta, a manufacturer of coffee-making products took out a spread in the weekly newsmagazine Veja (1.2 million circulation), showing its sucking baby and the clever question, "Lembra do seu primeiro café da manhã?" (Do you remember your first breakfast?). In Portuguese, the word coffee (café) is part of the morning first meal. "A kiss to all mothers," concluded the ad copy created by Ammirati Puris Lintas.

Address, a health management firm, placed between the baby's hungry mouth and a visibly erect nipple this message in red (and in English): Happy Hour.

"Healthy Children. Every mother adores getting this present," was the clincher signed by ad agency Eco Mkt & Com. The gorgeous tiny girl used by Rio's Fashion Mall seems sound asleep while she sucks away. Next to the source of her meal there is the message: "Do you remember when you had everything you wanted in just one place? You still have it." The piece was designed by V&S.

Johnson & Johnson used Mother’s Day to push its tampons. Once again, Ammirati Puris Lintas was in charge of creation. Topping a totally uncovered belly shown in profile, the ad copy says, “Homage to all the women who for sometime stopped wearing our product.” The product is o.b. (the name comes from "ohne Binde," without a pad, in German).

Another Carioca (from Rio) mall used a woman's perfect, guitar-shaped naked body in profile to celebrate motherhood. Rio Sul conveyed its message (by ad agency Salles/DMB&B) by building a growing stomach with parallel semi-ellipses of text. The first reads: "One month. It happened with the first nausea and a little belly that only she noticed." The fourth and last line, simulating a big belly, says: "Nine months. The appearance is like someone who ate a watermelon. A big one." It makes the filial devotion flow.


Politics
Going,Going,
Gone

Film
Auto da Fé

Navalha na Carne (Razor in the Skin), Plínio Marcos's classic play about prostitute Neusa Sueli written in the '60s has finally made it to the big screen. Directed by Neville de Almeida, the film was shot in a red light district of downtown Rio, giving Cariocas a glimpse of movie making. Former Miss Brazil and TV and movie star Vera Fisher, 45, is the star.

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