Brazilians love the UFC and mourned the temporary loss of one of their mixed martial arts stars, Anderson "The Spider" Silva when his leg was fractured during a fight last year. Now healed and set to return to the ring in January in Las Vegas, Mr. Silva also harbors acting ambitions.
Budweiser, a UFC sponsor since the brand launched in Brazil in 2011, is celebrating his return with a mini-action film portraying Mr. Silva as a super hero fighting his way back. The spot opens in the arena where his last fight took place; we see him fall to the ground in agony. Then the Octagon ring where fights take place is transformed into a deep pit, with Mr. Silva at the bottom. From then on, his main adversary is himself, fighting to regain his confidence as he clambers up the pit's rocky sides like a spider and re-lives earlier moments from his career.
Budweiser's agency, Sao Paulo-based Africa, brought in Brazilian cartoonist Rafael Grampa to co-direct the spot with Pedro Becker. The "#BeSpider" spot ends with the words "Great Times Are Coming Back."