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Washington
Olivetto (1951–2024)
was a Brazilian
advertising executive who
revolutionized the
country's advertising
industry with his
groundbreaking campaigns.
Many of his iconic
commercials became part of
Brazil's popular
culture and helped shape
the nation's cultural
identity. Among his many
career achievements, he
was the only Latin
American to receive the
Clio Awards' Lifetime
Achievement Award in 2001
and won more than 50
Cannes Lions in the Film
category. In January 2015,
he made history when he
was inducted into The One
Club for Creativity's
Creative Hall of Fame,
becoming the first
non-Anglo-Saxon
advertising professional
to join this prestigious
global circle.
In 2003, seeking to
broaden my professional
horizons, I departed from
the Brazilian television
giant Globo, where I had
spent years writing series
and sitcoms. Aiming to
break into the advertising
world, I managed to obtain
the email address of Mr.
Olivetto, who was the best
in the business, and sent
him a brief message
written in a script
format. That message would
change my life as a
writer. Here is what I
wrote:
A Creative Day In The Life Of Washington Olivetto
INT. WASHINGTON OLIVETTO'S HOUSE – PRE-DAWN
It's 3:30 a.m.
After losing another
intense battle to
insomnia, Washington
Olivetto heads to the
kitchen.
Without
turning on the lights, he
opens the refrigerator and
notices that the light
inside is unusually bright.
Washington Olivetto
closes the refrigerator
door and, to his surprise,
realizes that another
light is coming from
behind him, and continues
to illuminate the room.
He quickly turns around
and sees the glowing
figure of an angel
watching him.
WASHINGTON OLIVETTO
(startled)
What is this?
ANGEL
An angel!
(extends his hand)
My name is Gabriel, and...
WASHINGTON OLIVETTO
Hold on! I don't believe in these kinds of visions!
ANGEL
(smiling)
I don't have time to
stand here proving
anything to you... Believe
it or not, you're
going to have to listen to
me.
WASHINGTON OLIVETTO
(to himself)
I must
be dreaming! Well, I have
nothing to lose... Who
knows? Maybe a great idea
will come out of this
situation.
(to the Angel)
So, what do you have to tell me?
ANGEL
It's about a writer. I'm here at His request...
(points upward)
He wants you to hire a guy to work as a copywriter.
WASHINGTON OLIVETTO
(astonished)
Wait a
minute! Are you telling me
that God sent you here to
tell me to hire someone?
ANGEL
That's
right! God sent me to ask
you to hire the copywriter
Altenir Silva. Altenir is
an author and screenwriter
who began his career at a
young age, writing and
directing short films in
Curitiba, South of Brazil.
In 1987, he won a
screenplay competition
organized by the Rio Cine
Festival with his original
romantic comedy
screenplay, Social Impasse.
WASHINGTON OLIVETTO
(skeptical)
So what?
ANGEL
After that
experience in film, he
joined the promotion
department at CNT (Central
National Television) in
Curitiba, too. There,
besides writing variety
shows, he also created
“Pista Dupla”
(Double Lead), the first
television drama series
ever produced outside
Rio–São Paulo.
WASHINGTON OLIVETTO
(growing impatient)
What else?
ANGEL
Because of that series, he
was hired by TV Globo,
where he became the
screenwriter who created
the greatest number of
story concepts for shows
such as “Você
Decide” (You Decide)
and “Sai de
Baixo” (Get Out of
the Way). You can even
verify that in the book TV
Globo Dictionary.
WASHINGTON OLIVETTO
And why should I hire him?
ANGEL
Because
Altenir believes in the
power of creativity, just
like you do... And he also
believes that you're
one of the few people
willing to bet on bold
ideas.
WASHINGTON OLIVETTO
If he's that good, why isn't he still working in television?
ANGEL
Because,
unfortunately, the
networks are investing
only in gossip shows and
reality TV these days...
It seems there's no
longer any room for
creativity. But because he
has always admired your
work and has a passion for
the fast-paced creativity
that only advertising can
offer, he prayed many
times for...
(points upward)
...God, Who sent me here to speak with you personally.
WASHINGTON OLIVETTO
If God is recommending the guy, he must really be something!
ANGEL
So?
WASHINGTON OLIVETTO
And how am I supposed to find Altenir?
ANGEL
You'll
receive an email from him
with the subject line:
"A CREATIVE DAY IN
THE LIFE OF WASHINGTON
OLIVETTO." Just read
it, and you'll find
his address: Rua Visconde
de Pirajá, XXXXX –
Ipanema, Rio de Janeiro,
RJ. ZIP Code XXXXX-XX.
altXXXX@XXXX.XXX –
phone (021) XXXX-XXXX. He
lives in Rio de Janeiro,
but if necessary, he's
available to move to São
Paulo!
Washington
Olivetto stands there,
deep in thought. Just as
he's about to say
something, and then, he
realizes the Angel has
vanished.
He scratches
his head, gives up on the
refrigerator, and returns
to his bedroom.
CUT TO:
THE NEXT DAY
INT. W/BRASIL – DAY
Washington Olivetto
sits alone in his office,
staring thoughtfully at
his computer monitor.
He hesitates before checking his email.
After a long moment...
He decides to open his
inbox. Among dozens of
messages, one catches his
attention. Its subject
line reads: "A
CREATIVE DAY IN THE LIFE
OF WASHINGTON
OLIVETTO."
He opens the email and begins to read.
FREEZE FRAME
We hear the narrator's voice.
NARRATOR
So... what
happens now? Will
Washington Olivetto hire
the copywriter? Will he
give destiny a chance? Or
will he let this
opportunity slip away?
Don't miss the next
chapter of this incredible
story, "A CREATIVE
DAY IN THE LIFE OF
WASHINGTON OLIVETTO."
After reading the
email, Washington Olivetto
looks up, wondering what
to do. More than anyone
else, Washington Olivetto
knows that only he can
continue this story.
In
that image, we… FADE
TO BLACK. As the end
credits roll, we hear a
Simon & Garfunkel
song, perhaps "Mrs.
Robinson."
END
Note: After Washington
Olivetto read my email, he
replied, saying that he
loved it, and we began a
wonderful friendship that
lasted until his passing
in 2024. This is my humble
tribute to the master of
Brazilian advertising, who
brought the very best of
Brazil to the world.
To learn more about him, visit this link:
https://creativehalloffame.org/inductees/washington-olivetto/
Washington Olivetto
in the background, a scene from Mad Men with Jon Hamm
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