Elo unearths letter from Pelé in new messaging that inspires Brazilians’ national pride

Initiative developed by AlmapBBDO gives voice to the last letter written by Brazil’s greatest athlete, reinforcing the importance of resilience, valuing our essence, and keeping people united beyond football

At a moment of reflection for Brazilian football, Elo, the 100% Brazilian payment technology company, is rolling out a moving campaign focused on the last letter from Pelé, published on his social media four years ago. The film is part of the brand’s strategy of embracing the Brazilian fan base. It brings a welcome message about our shared faith, hope, and resilience, while reminding us of the importance of supporting the national team and the value of unity far beyond the bleachers.

The film, created by AlmapBBDO, highlights powerful scenes from Pelé’s career as it presents his last letter, read in his voice with the support of artificial intelligence. In it, he reflects on dreams, life’s generosity in offering second chances, and the passion that unites the country around sports. The campaign premiered on national TV, as well as on digital and OOH media; it will also be publicized on the social media of former national team stars Cafu, Ronaldinho Gaúcho, and Zico.

“Whether we’re celebrating a championship or grappling with an elimination, our support for the team is something all Brazilians share,” says Mel Pedroso, CMO at Elo. “As a brand, we embrace everything that’s extraordinary about our country. The ‘King’ built a legacy that transcends borders, sports, and even time. By paying tribute to the Brazilian fan base with Pelé’s very words, reinforcing a message of unity beyond football, we’re paying tribute to Brazil.”

The initiative is part of Elo’s stance as “the card of Brazilians,” supporting projects and people who represent the nation’s soul and reflect the creativity, resilience, and excellence of its culture. Now, the brand is taking the next step as “the card of Brazilian fans,” a campaign kicked off in January of this year, which has already included films featuring actor Wagner Moura and poet Michel Melamed.

Pele’s letter was published in full on Elo’s website.

Source: AlmapBBDO

  Advertising, AlmapBBDO, Brazil, Campaign, Elo, Marketing, Pelé