Cerveja Proibida will adopt a new marketing strategy, and the company has joined forces with Neymar Jr. to get the message across. In the new campaign, the athlete calls on Brazilians to adopt an optimistic and responsible attitude, promoting responsible drinking.

Created by the We agency, the ad features the Brazilian national team’s No. 10 sending messages encouraging responsible drinking and emphasizing that alcohol consumption should be mindful.

The campaign also features scenes from people’s daily lives and various messages of resilience and optimism from the star player, since he, too, has gone through many difficult times in his life, both on and off the field.

“The campaign launches a major communication initiative by Proibida, calling on Brazilians to be optimistic. Neymar Jr. is a champion athlete and an idol to millions around the world. He’s the right person to convey a positive message and inspire people to believe in the future,” says Piero Motta, partner and founder of We.