Itaú Unibanco "handed over" to the North American singer Madonna the creation of the new commercial for the campaign that celebrates the bank's 100 years, which will be completed in September. The new film premieres on television this Thursday (22), and is the first in which Itaú allowed an artist to create an advertising piece from scratch for the conglomerate.
The singer chose the details and also the director of the film: Jonas Åkerlund, who directed videos such as the 1998 song Ray of Light.
In the commercial, Madonna states that her career is timeless, in line with the motto of Itaú's campaign, which looks to the future to highlight both the bank's centenary and the cultural and digital transformation it has undergone in recent years, which were increased competition in the sector.
"I think the most controversial thing I've ever done is stay. I've seen many stars appear and disappear, like shooting stars. But my light will never go out. Not everyone is coming to the future. But I am," says Madonna in the commercial.
"It was the first time that Itaú gave up signs that were very characteristic of the brand, and we did this to be faithful to its content", says the bank's Marketing Superintendent, Thaiza Akemi, in a statement. "She continues to be a pioneer in her art, her purpose and her life. This is the aspect that relates to Itaú's trajectory."
The Itaú campaign debuted in December last year, in a first commercial in which Madonna was alongside names such as Fernanda Montenegro, Jorge Ben Jor and football players Ronaldo and Marta.
Each of them has "got" a film of their own since then.