Pelé: "I'm not sure why we're so crazy about football"

With an exuberant FIFA World Cup hosted by the three North American nations winding up on July 19th, a payment company in Brazil has come up with an inspiring way to console that country's football-mad population for its team being knocked out. Elo's film highlights scenes from Pelé’s career as it reworks his last letter, an open message to the Brazilian people that was published on his own social media network days before his death in late 2022. Artificial intelligence (AI) enables the football legend's voice to be recreated to narrate the piece, which invites his compatriots to stay united through football, and reminds them that national pride goes far beyond the final score. "Love is what unites us", says the man often described as the greatest footballer ever. The campaign also features three other outstanding Brazilian footballers - Cafu, Ronaldinho Gaúcho and Zico - who have in turn shared the message on their own social media platforms. As for Elo, the payments company behind the ad, it says: “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.” Founded in 2011 with a focus on debit and credit cards, Elo has expanded its business to other payments systems used by Brazilian companies at home and abroad.

Keywords: Elo x Pelé, FIFA World Cup 2026, football legends, Pelé’s last letter, national pride, sporting role models, AlmapBBDO