TV Character "Creates" Real Car Campaigns in a Unique Blend of Advertising and Fiction

Apr. 23, 2025

What if real car ads were seamlessly woven into a TV show’s storyline instead of airing during commercial breaks? That’s exactly what happened when Chinese electric vehicle manufacturer BYD joined forces with the creative agency We and TV Globo’s telenovela Renascer. It may sound like fiction, but it’s completely real.

Brazilian soap operas are renowned worldwide for their intense drama, captivating characters, and compelling narratives. Despite being aired in more than 140 countries, these soap operas continue to hold a special place in the hearts of Brazilians.

In 2024, when Chinese electric vehicle giant BYD set foot in Brazil to dominate the EV market and expand access to electric mobility, Sao Paulo-based creative agency We spotted a distinctive chance to connect with millions of viewers each day—through an unexpected approach. And of course, through soap operas.

In order to do that, BYD joined forces with We and TV Globo, the world’s second-largest television network, to feature its brand in the soap opera Renascer (Rebirth), a 2024 adaptation of the 1993 classic. Rather than appearing in conventional ad breaks, BYD’s promotions became part of the storyline.

This innovative collaboration integrated a character into the storyline a fictional Chief Creative Officer, Eriberto Ramos—who conceptualized, proposed, and executed authentic BYD campaigns created by the brand’s actual marketing/advertising team.

Armando Araujo, CCO of We said:

“BYD has introduced a groundbreaking initiative in global television history. For the first time, a soap opera character presented real campaigns developed behind the scenes, making them appear as his work.”

 

Embedded within the storyline, the audience got an in-depth look at BYD’s marketing strategies, featuring TV commercials, retail display materials, and branded content. The character Eriberto also engaged in a crossover promotion, appearing on Globo’s game show Sunday with Huck and making in-show visits to BYD dealerships.

The results couldn't be better: with 24 integrated activations in total, the campaign merged entertainment and advertising, establishing BYD as the leading brand for electric vehicles in Brazil. It also generated over 700 million online impressions, boosted in-store visits by 45%, and led to an 8x increase in searches for the brand with real purchase intent.
 
One of the biggest challenges, as Armando highlighted, was overcoming the skepticism of Brazilian consumers regarding a brand that had recently arrived on the market, known only in China. And the best way to do this was to integrate BYD into the daily lives of millions of viewers, to strengthen the brand's message of innovation, accessibility, and sustainability. To truly become part of Brazilian culture, BYD needed to be naturally inserted into people's everyday experiences, and the most powerful way to achieve this in Brazil was by immersing the brand in The Soap OperaVerse.