Sports betting brand Rivalo has launched a new advertising campaign, inviting 79-year-old legendary broadcaster José Silvério to come out of retirement and lend his voice, playing the emotional card and evoking Brazilian fans' memories of the golden age. Silvério, one of the longest-serving sports commentators in radio history, has returned for the first time since his retirement in 2021 to shoot an advertisement for Rivalo themed "Nothing can beat emotion."
The advertisement incorporates his classic commentary from the 1994 World Cup: Brazil's goal against the USA team and goalkeeper Taffarel's penalty save in the final, accompanied by the slogan: "All history was once a bet." Silvério said, "Revisiting these highlights, I am very pleased. Talking about sports is like betting anew."
The advertisement was created by the creative agency Dojo, aiming to connect the brand with fans' emotions. Rivalo's marketing director Pedro Marques said, "We use Silvério's voice to convey the passion and resonance that sports bring. Rivalo is not just a betting platform, but a brand that stimulates emotional resonance."
Dojo's creative director Thiago Baron added, "This is not just a call to memory, but also a display of the athletes' daring and creative spirit—the very traits shared by Rivalo and its users." This advertising campaign marks a new beginning for Rivalo to deepen its influence in the Brazilian market.
