Softening hearts

- Chevrolet Brasil

To reinforce the concept of the Chevrolet S10 "Brutally Smooth," we created a special campaign to engage directly with our target audience in a lighthearted and fun way, while also highlighting the vehicle’s main attributes.

In partnership with Spotify, we launched the "Sofrência Scanner." Using the platform’s “The Stage” tool, we tracked the percentage of sofrência-style country songs each user listened to. Based on that percentage, a personalized playlist full of heartbreak hits was generated, along with exclusive offers to purchase the car.

All of this wrapped in the campaign line: “Suffering with a country hit is fine, just not with your car.”

***What is sofrência?***
Sofrência is a uniquely Brazilian word that combines sofrimento (suffering) and carência (emotional longing). It refers to an emotionally intense style of Brazilian country music (sertanejo) that deals with heartbreak, unrequited love, longing, and dramatic emotional pain, very much like a soap opera in song form.

But it’s not just about sadness. Sofrência is embraced with passion, exaggeration, and even a touch of humor. Imagine someone blasting a sad love song at full volume, drink in hand, fully immersed in the heartache, and enjoying every second of it. That’s sofrência. It’s a cultural state of mind.

Musically, it’s one of the most popular genres in Brazil, especially in rural regions.

In this campaign, Chevrolet connected directly with that audience, blending cultural sensitivity and brand storytelling in a fun and engaging way.

Agency: WMcCann
CCOs: Dani Ribeiro
Creative Director: Andre Leotta/Carol Patrocinio
Art Director: Isabele Ramos
Copywriter: Eveline Farina
Motion: Mateus Kubota
Illustration: Isabela Pinheiro/Isabele Ramos