Controversy Erupts Over Havaianas Ad Featuring Fernanda Torres Amid Bolsonaro Backlash
A television advertisement by Havaianas starring Fernanda Torres triggered significant backlash from supporters of far-right former president Jair Bolsonaro, wiping about £20m off the brand's market value on its first day. Torres' line about starting 2026 "not on the right foot but with both feet" was interpreted by Bolsonaro supporters as a political jab at the right.
Eduardo Bolsonaro, son of Jair Bolsonaro, posted a video throwing a pair of Havaianas sandals into a bin, criticizing the brand's spokesperson as being "openly left wing." In the wake of the controversy, he recommended marketing advice from Budweiser's US department, drawing parallels to a similar backlash involving Bud Light. Neither Fernanda Torres nor Havaianas issued public comments regarding the situation.
The far-right movement in Brazil is currently described as leaderless following Bolsonaro's imprisonment for attempting a coup. Bolsonaro began serving his sentence after being convicted for masterminding a plot to overturn the 2022 election, resulting in his transfer from house arrest wearing an electronic ankle tag to a prison cell. The ankle tag has become a running joke, especially after Bolsonaro attempted to destroy the device, coinciding with his change in detention conditions.
Reactions to the Havaianas boycott ranged from appeals to donate sandals to the incarcerated Bolsonaro to various mockeries, including proposals to swap sandals for an electronic ankle tag in Brazil's national colours. Fernanda Torres, known for starring in the film "I’m Still Here," which won Brazil an Oscar for best international feature, remains unresponsive to the controversies surrounding the ad and political backlash.
