General Motors announced that Chevrolet will sponsor the next edition of the popular reality show Big Brother Brasil (BBB), one of the most successful and highest-rated television programs in the South American country.
Chevrolet will be one of the main sponsors of the 23rd edition of reality show Big Brother Brazil, which will premiere on January 16th, 2023 in that country, opening a new chapter in the continuous improvement of the brand’s image in the Brazilian market. As such, the Bow Tie brand replaces Fiat – its main local competitor – as the only automaker to sponsor the long-standing program.
“We are very happy to announce our first participation in BBB, one of the most famous reality shows in the country, in such a special moment for the brand. This participation expands our dialogue and exchange with our consumers,” said Chief Marketing Officer of GM South America, Chris Rego. “We will take advantage of the program’s dimension to reinforce our attributes, present news, in addition to bringing a lot of entertainment and fun to Brazilians,” she added.
This is the first time that the American brand will sponsor the reality show Big Brother Brazil in the entire history of the TV show, which has been broadcast continuously since 1999. The 2023 edition will coincide with a very important year for Chevrolet in Brazil, where GM is preparing an unprecedented onslaught of pickups led by the next-generation Chevy Montana that will be manufactured in the country.
In addition to launching the new Montana, Chevrolet will reintroduce the successful Silverado nameplate over the next year in Brazil and launch a new generation of the locally built Chevy S10 midsize pickup to offer the widest variety of models in the truck category. In addition, the brand plans to expand its offer of zero-emission vehicles in the region with the arrival of the all-new Chevy Blazer EV and Equinox EV in late 2023.
Big Brother Brasil is a Brazilian reality show broadcast on the TV Globo channel based on the original Dutch television series of the same name. After the American version, it is the second version of the Big Brother franchise with the most seasons completed and the only one in the world with more than 20 years of uninterrupted annual transmission on the same channel. The 23rd edition will begin in mid-January and will run until April of next year.