Since Brazil has been under scrutiny over the last couple of months (and I don’t blame the media, the protesters), I thought it would be nice to share some positive remarks on how advertisers have very nicely and accurately portrayed the image of Brazil out to the world.

When you think of Brazil, I’m sure your mind is instantly populated by images of beautiful bronzed girls in little bikinis, half naked girls dancing in the carnival, lime caipirinhas, mouth watering picanha or churrasco, and football.

But what maybe doesn’t immediately cross your mind, but that is 100% true of Brazilians, is our sense of togetherness, of garra (translated simply as ‘we can do it’), of dar um jeitinho (translated as ‘we’ll find a way’), or of being simple or simply being happy.

I’ve come across a few 2014 World Cup TV Commercials that do just this. Instead of focusing on trying to sell great product features, they focus on letting the inner beauty of Brazilians shine. And for that I’m completely proud.

Let’s take a look at Nike’s most recent commercial. Ronaldo Fenomeno is chosen as the one to lead the team in the “war” against the clones. His goal is to prove the “garra” of the originals. Football in Brazil is art and culture: the green of the field, the screams, the vibes and emotions and the colourful fan celebrations are simply amazing. It goes completely against grey, automatic, or portrayed by pefect clones!

Now on to McDonald’s Gol commercial. Football is that one sport in Brazil that successfully crosses and unites cultures, social classes, races. There’s something so beautiful and special in watching a group of kids showing off their skills in any terrain, and barefoot. And the best of it is, they do it so happily, even despite playing in the most uncomfortable conditions. But who cares when you are doing something you absolute love? The love for the game of football.

And the last commercial, Itaú (second biggest Brazilian bank). Maybe a bit wishy washy from a visual point of view, but the soundtrack, which went on to be dubbed as the “hymn” of the World Cup, is rather deep. It appeals to the heart of Brazilians, encouraging them to leave (political, social, economic) problems aside and bring their hearts to the same place. Whether we are watching on our TVs or live in the Stadiums, are contagious positive energy… #thiscanchangethegame.

3 TV Commercials, 3 accurate and inspiring ways to portray Brazilians. No advertising on the products or services they actually sell. Very nice job Nike, McDonald’s, Itaú.

Sylvia is a Strategy Consultant for The Partners, Singapore.