By Arkady Petrov
RIO DE JANEIRO, BRAZIL – President Jair Bolsonaro has decided to veto an advertising campaign of Banco do Brasil (BB) starring black, tattooed youngsters wearing rings. In the cast, there is a girl with shaved and dyed hair as well as a transsexual.
The campaign, marked by racial and sexual diversity, was aimed at young audiences which the bank seeks to attract. However, the Palácio do Planalto overthrew the initiative and the director responsible for the campaign will be dismissed.
Bolsonaro sought the president of BB, Rubens Novaes, demanding that the commercial be taken down, aired since the beginning of the month. The reason for the president’s discontent was not reported.
In addition to taking the commercial off the air, the president of the institution met another request from Bolsonaro: to exonerate the director of Communication and Marketing of Banco do Brasil, Delano Valentim.
He went on vacation on the 14th, when the commercial ceased to be aired and, according to Rubens Novaes, will not return to take office.
“President Bolsonaro and I agreed that the commercial should be removed. The director stepping down was a consensual decision”, Rubens Novaes told O Globo newspaper, which initially reported the case, later confirmed by the bank.