Word: belo
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Dates: during 1960-1969
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Saints & Sexpots. Situated in both Rio de Janeiro and São Paulo, the agency and its 300 employees shrewdly tailor advertising to two markets. Brazil's richest consumers are in the "Golden Triangle" that stretches from Rio and São Paulo to Belo Horizonte. To stir them, Standard turns out sophisticated pitches that any Manhattan agency would proudly claim. For Rhodia fabrics, Leuenroth photographed Brazilian models wearing Rhodia clothes in Rome and Tokyo to convince women that Brazilian-made rayons and cottons are as smart as imports. In a nation where saints and sexpots remain the surest...
Goulart managed to wangle an invitation for Tito to visit the booming inland city of Belo Horizonte. But that, too, was canceled in disgust by the governor of Minas Gerais state when he heard that Yugoslav security men insisted on the arrest of every Serbian and Croatian refugee in town. In desperation, Goulart wound up driving Tito 130 sweltering miles to the raw and sprawling town of Goiania, a must on nobody's list-only to be greeted by a row of grim, silent priests, each holding a crucifix wrapped in black crape...
...vast stadium is plunged into darkness. Suddenly its four corners ig nite in a frenzy of fireworks, then rockets burst overhead as an announcer shouts: "Attention, Belo Horizonte. Attention, Brazil. Attention, World. Cristo Total is on the Air!" What follows is a shocker of a religious pageant, sponsored by the Roman Catholic Church...
...recent performances in Belo Horizonte sold out the 16,000-seat America Soccer Club Stadium. Pontius Pilate wheels into field center in a white con ertible sports car with motorcycle escort. God is played by 42 girls robed in white. Throughout the spectacle, dancers writhe to twists, tangos, rock 'n' roll and American movie music...
...first successful air shuttle in the world. Called an "air bridge," it provides nonreservation flights that take off every 20 minutes during rush hours, carrying more than 2,000 passengers a day. Air bridges also reach from Rio to Brasília and to the inland industrial city of Belo Horizonte. Last year the country's eight heavily subsidized commercial airlines carried 4,000,000 passengers nearly 2 billion passenger-miles; only U.S. and Canadian airlines in the free world cope with more domestic traffic in a year...