For this Father’s Day, Magalu rides the wave of “dadvertising” (paitrocínio), one of the main social media conversations during this time of the year, to launch its promotional campaign. With the slogan “Dadvertise your dad,” the idea is to turn internet humor into an opportunity to celebrate the date with affection, gifts, and discounts.
“We captured the term ‘paitrocínio,’ widely used by Brazilians on social media. We bet on the theme ‘Dadvertise your dad’ because it brings emotion and humor to our campaign,” says Aline Izo, Senior Marketing, Branding, and Communications Manager at Magalu. “Additionally, we offer discounts of up to 60% and free shipping to encourage children to give back for all the support their fathers have provided throughout their lives.”
The campaign runs until August 10, Father’s Day Sunday. During this period, customers will find deals with up to 60% OFF on selected items on the website, app, and in nearly 1,250 physical stores across Brazil. The product assortment spans various categories, such as electronics, appliances, personal care, fashion, and home decor.
“Humor is the dominant language on social media when talking about fatherhood, especially in Brazil. According to Winnin’s estimates, content with this tone has already surpassed 58 million views and demonstrates the power of this approach in how fathers are portrayed online,” says Fabio Bronco, Head of Creative and Business at Ogilvy Brazil. “More than just humor, there’s a perception around the caricatured Brazilian dad: full of quirks, very specific habits, and a unique way of communicating. That’s why we brought together two diverse families in comical, colorful shoots to capture the joy and vibrant dynamic of the father-child relationship.”
Generating emotions with AI
Magalu is also betting on an interactive and emotional AI-powered experience on WhatsApp, created in partnership with 20DASH. On Lu’s channel, customers just need to start a conversation with Magalu’s virtual influencer and follow the instructions. Based on submitted photos, the AI generates personalized content to celebrate the bond between fathers and children, like an ‘impossible reunion across time.’ The initiative runs between August 7 and 10, blending technology and emotion to evoke nostalgia and create shareable memories.
“Our AI technology will merge photos of fathers and children at the same age to generate heartwarming videos of them embracing and recreate moments of affection that never happened—but still touch the heart,” says Daniel Bottas, CCO of 20DASH. “The initiative goes beyond animation; it’s personalized AI-generated content that shows how technology can connect generations and create uniquely emotional and curiosity-filled memories. Personalizing campaigns through AI is a daily challenge Magalu presents to us.”
The Father’s Day campaign will also feature a team of over 100 influencers, focusing on promotional and institutional outreach. Some names include Matheus Mazzola, Matheus Costa, and Diego Cruz.
