Felipão desbanca neymar
Às vésperas do mundial, técnico supera o craque em quantidade de anúncios na tv E é um dos que mais faturam com a copaCarol Knoplochcarolk@sp.oglobo.com.brSão PauloEm alta. Conquista da Copa das Confederações ajudou na valorização da "marca" FelipãoGustavo MirandaOtécnico Luiz Felipe Scolari só perde para Neymar em aparições na TV aberta às vésperas da Copa do Mundo. Mas, segundo o Controle da Concorrência, consultoria que faz levantamentos sobre a inserção de comerciais na televisão, o treinador é o garoto-propaganda, ou o "tio-propaganda", mais valorizado da seleção. Vencendo, inclusive, seu melhor jogador. Isso porque Felipão tem mais filmes publicitários no ar que Neymar. Ele representa seis marcas, sendo que quatro delas são parceiras da CBF. Outros dois anunciantes do treinador, porém, uma montadora de automóveis e uma rede de supermercados, concorrem com patrocinadores da entidade do futebol.- Felipão vale mais de R$ 1 milhão - afirma Luiz Lara, sócio da agência Lew'Lara/TBWA, quando questionado sobre o possível cachê do técnico, por produto, segundo comentários no meio publicitário. - Acho (o valor) baixo. Imaginei que fosse mais. O Felipão é uma pessoa íntegra, que passa ao público credibilidade, confiança e essa coisa da família. Ele é um cara simples até. Algo que o brasileiro ainda não viu nessa Copa do Mundo. Até o momento, só se fala em problemas de estrutura, obras atrasadas, desvio de dinheiro e criticas à Fifa. Felipão é um respiro, é o garoto-propaganda da seleção brasileira mais adequado do momento.A menos de dois meses do início do Mundial, Felipão vem subindo no ranking das celebridades na TV aberta. Atualmente, está em 15º, com 704 inserções (de 1º de janeiro a 15 de abril). Neymar é o vice-líder, com 1.650, e deve ultrapassar em breve a modelo Gisele Bundchen (1.665) na liderança do ranking, elaborado pelo Controle da Concorrência. O número de Felipão é significativo porque, no mesmo período em 2013, ele sequer constava do ranking das celebridades.Todos os seis contratos de Felipão foram assinados depois que ele assumiu a seleção brasileira. A maioria, do meio do ano passado para cá.- Definimos um limite de seis ou sete empresas para o Scolari. Assim, ele conseguiria trabalhar bem para todas as marcas, respeitando sua agenda, e também não ficaria com a imagem saturada - explica Juan Brito, dono da Dodici Sports, empresa que...
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