Palmeiras’ new home name mocked in campaign with Fred Bruno | OneFootball

Influencer Fred Bruno is the star of the first Nubank Parque campaign, launched this Wednesday (2), created to reinforce the arena’s new identity and playfully address the difficulty some people may still have in letting go of its former name.

In the campaign, Fred takes on the role of a “naming rights inspector” and humorously corrects anyone who still refers to the arena by its previous name. The strategy leans into this transition period to introduce the new brand to the public without making the change feel like a demand.

Fred Bruno in an ad for Nubank Parque. Photo: Disclosure/Nubank

The joke also draws on the influencer’s own story as part of the narrative. Fred recalls that he himself went through a period of adaptation when he changed the name he was previously known by to Fred, drawing a parallel with the arena’s rebranding.

Campaign puts Fred in different situations

The main commercial shows the influencer in everyday situations, including a stop at a food stand located in front of the arena and an appearance during a match broadcast.

In all of them, Fred plays the “inspector,” using each situation to reinforce the stadium’s new name. The campaign ends with a tagline that underscores the identity change.

In addition to the main film, the campaign includes three short videos, appearances by other influencers, and a Fred insert in Globo Esporte content.

On social media, the character will also be further developed. The influencer is expected to interact humorously with users who still use the arena’s old name, as well as join the comments on posts related to the stadium.

New visual identity advances in the arena

The campaign comes as Nubank Parque reaches the final stage of its visual transformation. The new brand has already been installed at different points throughout the arena, which has also added green to Nubank’s traditional purple color palette.

The naming rights change is part of a new commercial and brand identity phase for the stadium. In the coming months, the opening of the Nubank Ultravioleta Lounge, an exclusive space overlooking the field, and the Nubank Ultravioleta Gate, which will provide access to the suites and feature a new visual design, are also planned.

This article was translated into English by Artificial Intelligence. You can read the original version in 🇧🇷 here.