The Government of the Federal District (GDF) recently launched an advertisement on its social media platforms that closely resembles a famous campaign from the 1990s by former Mayor Paulo Maluf. The promotional video from the current administration, led by Ibaneis Rocha of the MDB party, showcases various construction projects while a jingle plays stating 'GDF that did, GDF that does.' This tagline mirrors Maluf's 1998 campaign in São Paulo, which featured the slogan 'Foi Maluf que fez, é Maluf que faz.' The similarities raise questions about originality and effectiveness, especially in the context of current political pressures.

Ibaneis Rocha is under significant political scrutiny due to the Master case, which could lead to a parliamentary inquiry (CPI) in the District Chamber. In light of this, he is leveraging his image as a builder to bolster his campaign for a Senate seat. The choice to borrow from Maluf's well-known campaign can be seen as a strategic move, aiming to capitalize on the association with infrastructure projects that may resonate with voters. Historically, Maluf's campaign strategy was focused on showcasing his accomplishments, although he ultimately lost to Mário Covas from the PSDB during that election cycle.

The GDF's campaign has sparked debates regarding the ethics of political advertising and the effectiveness of reusing past slogans in contemporary politics. There has been no response from the government’s advisory team regarding inquiries about the campaign’s inspiration. As political tensions rise, the implications of this strategy may not only affect Ibaneis Rocha's immediate goals but also the future perceptions of political branding in Brazil.