Do not reference your company; Do not comment on the brief/challenges/success of the advert. ?

The spot – disguised as a famous female artist’s song - is played normally in the programming. When it reaches 70% of its reproduction, it is interrupted by a message that talks about the gender wage gap.

Please explain any cultural terms, references or viewing context which would be known by the local audience, but may not be known by our international jury ?

In Brazil, women still earn, on average, only 70% of what men earn in the job market. And worst of all: many of them don't even know it. So, we found a way to warn them about this, using radio as the main means of communication.

(MUSIC: Song playing)

(SFX: Song stops 70% through the song)

V/O: Yes, this song has stopped. But for an important reason. It has stopped after playing 70% because women, on average, earn only 70% compared to men in the job market. And for this reason, it's only fair that they work accordingly to what they earn, right?

V/O: Today, this artist chose to use the 30% remaining of her song to protest. And to remind everyone that the gender wage gap still exists. But it shouldn’t.

V/O: Learn more about this and other issues that can interfere with your life. Access AzMin