Swift and Noize Reframe the Most Famous “Cut” in Brazilian Football

São Paulo, June 2025 — Swift, the food brand, has launched a new campaign starring Renato Gaúcho, ambassador of its Legado 1855 line. Created by Noize, the initiative revisits one of the most memorable episodes of the former footballer’s career: his exclusion from Brazil’s squad for the 1986 FIFA World Cup.

Nearly four decades later, the episode takes on a new meaning. In the campaign, the “cut” that was once a bitter moment on the pitch becomes the inspiration for Swift to highlight the premium cuts featured in its Legado 1855 line.

“The World Cup is a moment when the entire country speaks the same language. We wanted to join that conversation in a way that felt genuinely Swift—not simply capitalizing on the excitement around football, but finding a truthful connection between what the brand represents and what the tournament means to people. The ‘cut’ became that bridge. It’s a word that carries weight in both worlds, and Renato is someone who experienced that firsthand.”

Rafael Rocha, Founder and Director of Noize

Complementing the brand’s strategic vision, Swift Director Mário Casanova emphasized the role of the premium line in consumers’ everyday lives:

“Swift already holds a special place in Brazilian barbecues month after month. By bringing Renato Gaúcho in to reinterpret the famous ‘cut of ’86,’ we wanted to show that, regardless of what happens on the field, the cut that truly brings people together is one from the Legado 1855 line. It was a highly rewarding creative exercise with Noize, allowing us to join the conversation around the world’s biggest football event while highlighting what we do best: delivering a premium experience in every ritual.”

Designed to engage both traditional consumers and younger generations who follow football through social media, the campaign also features a team of sports-focused influencers.