Globo innovates by blending fiction and reality in "Anything Goes" commercial campaigns

Globo has introduced a new commercial model in "Anything Goes" that merges fiction with reality, turning the character Maria de Fátima into a digital influencer to lead advertising campaigns with real brands. Played by actress Bella Campos, Maria de Fátima fulfilled her storyline dream in July by debuting in a campaign for Comfort fabric softener, officially entering the influencer marketing world.

The campaign, created “in real life” by Ogilvy, was carried out by the fictional agency Tomorrow within the show and extended to Instagram, where the character’s profile (@fatimaaciolireal) was updated in real time with an active business email managed by ViU, Globo’s influencer marketing unit. To align with the plot, the profile has been temporarily deactivated following an order from Odete Roitman (Debora Bloch).

“When we connect real-life elements with fiction, the story gains strength, and brands find space to co-create with Globo campaigns that resonate and become part of everyday conversations,” said Manzar Feres, Director of Integrated Advertising Business at Globo.

“These commercial campaigns reaffirm how telenovelas are deeply embedded in people’s lives, with the power to drive business and spark conversations. ‘Anything Goes’ is a highly relevant story that takes the audience on a journey through themes of character, ethics, and honesty—topics that transcend Brazilian audiences and can also engage international viewers,” said Angela Colla, Head of International Business at Globo.

As part of this fiction-meets-reality strategy, Maria de Fátima also appeared on the cover of Glamour magazine, published by Globo Condé Nast. The telenovela showcased behind-the-scenes footage of the photoshoot, while Glamour’s website featured an exclusive interview with the character, written by the show’s creator Manuela Dias. Meanwhile, the real cover of the August issue highlighted Bella Campos herself in a special feature about her career.

Earlier in May, before becoming a renowned influencer, Maria de Fátima starred in a campaign with Ambev during the Todo Mundo no Rio festival with Lady Gaga at Copacabana Beach. In the storyline, Solange (Alice Wegmann) gave her ticket to Fátima, who then posted videos directly from the Corona VIP lounge as if she were a guest, reinforcing the brand’s message. The captions and posts were crafted by Manuela Dias, who personally scripts the character’s influencer journey.

Currently airing in Globo’s prime-time slot, "Anything Goes" has become the broadcaster’s highest-grossing telenovela, featuring 16 brands across 76 branded content activations. In just over three months, the show has reached 125 million people, covering nearly 80% of Brazilian households. On Globoplay, it drove a 12% increase in telenovelas consumption and became the platform’s most-watched content, also boosting the original 1988 version, which tripled its viewership and climbed into Globoplay’s Top 3.