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”)**: