The Brazil Files: Without Limits

by Special Correspondent Wendi Muse

Tim, a Brazilian digital communications provider (cell phones, internet service, etc), recently launched an ad campaign entitled “Você, Sem Fronteiras,” which means “You, Without Limits.” “Fronteiras” is a Portuguese word* that means limits, borders, or restrictions, and is often evoked in reference to behavior, culture, and access to resources. In this ad campaign, Tim is encouraging its current and prospective users to think of all three contexts.

The first page of the ad reads: “ALGUMA COISA ESTÁ ACONTECENDO” (“something is happening”):

The second page reads: “UM HOMEM NEGRO COM NOME MUÇULMANO É PRESIDENTE DOS ESTADOS UNIDOS” (“a black man with a Muslim name is the President of the United States”)**:

The third page reads: “O PRÊMIO DE MELHOR JOGADOR BRASILEIRO DO MUNDO É DE UMA JOGADORA” (“the award for best Brazilian soccer player in the world belongs to a woman”)***:

The fourth page reads: “QUALQUER PESSOA PODE CARREGAR SUA PRÓPIA REDE” (“anyone and everyone can access their own wireless internet network”):

The fifth and final page of the spread reads: “É TEMPO DE MENTE SEM FRONTEIRAS” (“the time has come to have an open mind / a mentality sans limits”):

When I first saw the ad, a series of thoughts crossed my mind, but before I prejudice you, the readers, with my thoughts, I wanted to hear your first impressions. I will leave mine later via the comments section.

*I translated the Portuguese to make sense in English, not word-for-word, as that never quite works!
**Clearly, here they are talking about President Barack Obama.
***On page 3, they are referring to Marta Vieira da Silva, a Brazilian female soccer player who is considered the best female soccer player in the world.

Advertisement courtesy of Veja Magazine, March 19, 2009

About This Blog

Racialicious is a blog about the intersection of race and pop culture. Check out our daily updates on the latest celebrity gaffes, our no-holds-barred critique of questionable media representations, and of course, the inevitable Keanu Reeves John Cho newsflashes.

Latoya Peterson (DC) is the Owner and Editor (not the Founder!) of Racialicious, Arturo García (San Diego) is the Managing Editor, Andrea Plaid (NYC) is the Associate Editor. You can email us at

The founders of Racialicious are Carmen Sognonvi and Jen Chau. They are no longer with the blog. Carmen now runs Urban Martial Arts with her husband and blogs about local business. Jen can still be found at Swirl or on her personal blog. Please do not send them emails here, they are no longer affiliated with this blog.

Comments on this blog are moderated. Please read our comment moderation policy.

Use the "for:racialicious" tag in to send us tips. See here for detailed instructions.

Interested in writing for us? Check out our submissions guidelines.

Follow Us on Twitter!

Support Racialicious

The Octavia Butler Book Club

The Octavia Butler Book Club
(Click the book for the latest conversation)

Recent Comments

Feminism for Real – Jessica, Latoya, Andrea

Feminism for Real

Yes Means Yes – Latoya

Yes Means Yes

Sex Ed and Youth – Jessica

Youth and Sexual Health


Online Media Legal Network

Recent Posts

Support Racialicious

Older Archives


Written by: