For this Father’s Day, Magalu rides the wave of “paitrocínio” (a play on “pai” meaning father and “patrocínio” meaning sponsorship), one of the top social media conversations this time of year, to launch its promotional campaign. Under the slogan “Sponsor your dad,” the idea is to turn internet humor into an opportunity to celebrate the occasion with affection, gifts, and discounts.
“We captured the term ‘paitrocínio,’ widely used by Brazilians on social media. We bet on the theme ‘SPONSOR your dad’ because it brings emotion and humor to our campaign,” said Aline Izo, Senior Marketing, Branding, and Communications Manager at Magalu. “In addition, 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 10th, Father’s Day Sunday. During this period, customers can find deals with up to 60% OFF on selected items on the website, app, and nearly 1,250 physical stores across Brazil. The product assortment spans various categories, including electronics, home appliances, personal care, fashion, and decor.
“Humor is the dominant language on social media when we talk about fatherhood, especially in Brazil. According to Winnin’s estimates, content with this tone has already surpassed 58 million views, showing the power of this approach in how fathers are portrayed online,” says Fabio Bronco, Head of Creative and Business at Ogilvy Brazil. “Beyond just humor, there’s a recurring figure of the caricatured Brazilian father: full of quirks, with very distinct habits and a unique way of communicating. That’s why we brought together two diverse families in comical scenes for a colorful shoot to capture that joy and distinctive vibe of the father-child relationship.”
Generating Emotions with AI
Magalu also bets on an interactive and emotional AI experience on WhatsApp, created in partnership with 20DASH. On Lu’s channel, customers can simply start a chat with Magalu’s virtual influencer and follow the instructions. Based on submitted photos, the AI generates personalized content to honor the bond between fathers and children—like an ‘impossible reunion across time.’ This activation runs from August 7th to 10th, 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 create heartwarming videos of a hug between them and recreate moments of affection that never happened but still touch the heart,” says Daniel Bottas, CCO of 20DASH. “This goes beyond animation—it’s AI-generated personalized content that shows how technology can bridge generations and create uniquely emotional and curious 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 focused on institutional and promotional content. Some of the names include Matheus Mazzola, Matheus Costa, and Diego Cruz.
