Playboy Magazine January 2005 edition had Luma de Oliveira, one of the biggest Brazilian stars, on the cover. The idea of making analogies with animals had the purpose of potentialising the campaign, showing that the animals became as enchanted as the magazine readers.

Some hours before the finale, copies of the magazine were delivered to the house where the participants were confined. The magazines were left on a table in the garden and loudspeakers announced that there was a surprise in the house that involved a sexy photo essay featuring an ex-contestant. The participants showed great curiosity to find the “surprise” and, in the meantime, they tried to guess who, among their ex-colleagues, had posed for the photos.

On the day of the action, the programme rating was 57 points with a participation of 77% of TV sets in the country. The Playboy edition achieved the highest circulation of the year, exceeding by 17.6% last year’s sales average.