Where Horsepower Meets Caramelo Power

We last talked about Brazil’s iconic caramelos back in march, when Pedigree scored big with an ad focusing on the loveable street dogs (and also won a Titanium in Cannes this year). Now the much-loved animals have gone global, with Netflix’ new film Caramelo – the story of a man’s friendship with a caramelo dog – becoming the most successful ever Brazilian film launch on the platform.

As viewers around the world discover the dogs – loyal, resourceful, and born survivors – back home Chevrolet, who sponsored the hit film, have recruited its star Rafael Vitti for this new ad. Alongside agency WMcCann, the brand came up with an idea that combines an effective video ad with a unique competition subverting one of the most formulaic categories in advertising: automotive.

Instead of aerial shots, drifts, or speedometers in overdrive, WMcCann and Chevrolet recruited the stars of the film Rafael Vitti and our adorable Brazilian pup (soon to be recognized by Byron Sharp as a Distinctive Brand Asset from Brazil). The ad traces the making of a single unique Chevrolet Tracker car, with a special color created from a survey of over 20,000 caramelo owners who sent in pictures of their pet dogs. From all this data, Chevrolet determined the ultimate representative caramelo shade and in the ad they unveil a handsome golden-brown Tracker car that uses it.

Power and performance took a backseat to technology in the service of fun, celebrating the connection between Brazilians, the car, and their loyal companion. In the film, scientists, marketers, and Vitti himself are impressed with the revealing the “most Brazlian Caramelo shade.” Of course, our favorite dog approves too, albeit in a very dog-like way, haha. At the end, it’s revealed that this unique car will be auctioned in support of an NGO dedicated to street dog adoption.

So everything is in position to make this a highly effective ad. The strategy combines affective heuristics with brand purpose, a mix that builds genuine emotional connections, impacting not just memorability but also purchase intent. And the data doesn’t disappoint. The average Test Your Ad Star Rating (measuring how people feel watching an ad) for a Brazilian TV spot is 2.7-Stars, but the Tracker Caramelo scores a very strong 4.7-Star Rating, putting it firmly in the top 10% of all Brazilian ads (across all categories)

Even more impressive: this is an automotive film tested with the general Brazilian population, not just potential car buyers, and the results are still exceptional. This illustrates the role of brand building and the 95:5 rule, which applies directly to automotive ads, perhaps even more than other consumer categories. Car purchases happen on average every 4 to 7 years, meaning 90–95% of the audience is outside the buying window but within the brand perception-building window. It’s in this hiatus that mental availability, fame, and brand preference are cultivated.

It’s doubly impressive that this is car ad. Car commercials often take a path of least resistance in terms of imagery and category conventions, leading to dull ads which lack differentiation. Instead, Chevrolet have created a work which combines pride in their product with a hook that will resonate among Brazil’s millions of dog lovers. They’ve even thrown in a little humor to match the playful, heartwarming tone of the Netflix film.

The most effective car brands don’t just communicate features and promos; they tell stories that create affinity and reinforce attributes like trust, innovation, and in this case, purpose with a touch of humor. The delicate balance between brand and activation reinforces the logic advocated by Les Binet & Peter Field.

It’s easy to point to an ad like this and say it only succeeds because of an adorable animal. But this would be badly underestimating the craft of Chevrolet here. Yes, animals evoke empathy. But empathy without brand relevance is entertainment, not effectiveness. But you still have to make the animal relate to your brand and message. By focusing on the Caramelo color what made them a true icon on Brazilian streets, Chevrolet creates an emotional and cultural connection between the Tracker and millions of Brazilians. And perhaps even with the Caramelos themselves, who would surely enjoy riding in one.