Ronaldo, one of the greatest athletes of Brazil's history, demonstrated his power to mobilize millions of people and the mass media trough a simple action: cutting his hair.

With a unforgettable history, the soccer player turned the Fiat's website into a phenomenon of neuroscience.

When the debate about Ronaldo was really heating up, we explained the mystery by way of a TV commercial. He made OfertasFiat.com.br go straight to peoples’ heads.

This simple idea managed to radically transform people’s behavior: 4,500 backseat passengers were directly impacted and 100% of them spontaneously buckled up their seatbelts. The idea also spread through the press, impacting more than half a million people.