There are stil many months to go until the World Cup football in South Africa, but since this is football crazy Brazil, it is already close in their hearts. That is why advertisers use it already. Two different examples,a good one and a poor one. The first one, for the Brahma beer brand, focuses on the warrior inside that comes out when the national team plays. The second one for Itaú bank focuses on peace and has the idea that football, and more specifically Brazil, can bring Israelis and Palestinians closer together.