A conversation with his own brain — and the face Premiere needed to sell the subscription.
In 2024, the channel wanted to show how subscribers get “taken over” by football the moment they sign up. It needed a talent who could carry that with humour.
We brought in Ed Gama, then a rising name, today one of Globo’s biggest. In the campaign he talks to his own brain about football — fun, creative, and easy to remember.
The film became more than a product ad: it became a character. “Bora, bora, bora” stuck to both the talent and the channel.
