You're getting ready for a date, choosing your outfit, thinking about the place, the perfume, the details. The time comes and the person shows up wearing a football jersey. Maybe it's a São Paulo jersey, a Flamengo jersey, or even that commemorative edition from a club you've never heard of. Is that reason enough to lose interest?

A political campaign is, in many respects, an advertising campaign. There is a product to be presented (the candidate), an audience that needs to be reached, a message, and a decision that needs to be influenced. An idea of the future, a set of values, and the image of a person who intends to represent millions of Brazilians are being sold.