Garoto Uncovers The Sweet Secret That Makes Brazilians Unique

In response to innumerous Internet memes, Brazilians are finally being studied. And what makes them so unique? That's what the new Garoto campaign brings to light. With the new concept, "Only Cocoa Explains", foreign scientists try to understand Brazilian’s peculiarity and playful way of being. This is the first campaign created by DAVID for Garoto Chocolates.

The launch film, "Mano do Céu" (“Brother from the Sky”), premiered on May 11th. With :60 and :30 versions, the commercial takes place in a fictional Centre for Inexplicable Phenomenons, where foreign scientists have the opportunity to analyse one of the greatest mysteries of all time: Brazilians. Things like “ziriguidum”, “passinho”, “eita”, “bitoca”, among other unique Brazilian behaviours and expressions, are studied – though little understood, but extremely intriguing to the “gringos”. In the end, the film reveals that all of this has nothing to do with the weather, nor the water, but rather with a special ingredient that’s uniquely Brazilian: the cocoa – also a main ingredient in Garoto chocolates.

"Brazilians are an unique species, intriguing beings full of peculiarities. This study finally confirms what we’ve been suspecting for a while: it must have something to do with all this cocoa from the Garoto chocolates that we’ve been eating for generations," says Rafael Donato, DAVID’s Creative VP.

The campaign will also unfold on social media, under the concept "Only Cocoa Explains". The “Garotinho” boy, brand icon, received a make-over and is the protagonist of several advertising pieces.