The phrase 'levar vantagem,' meaning 'to take advantage,' originated from Gérson, a key player in Brazil's three-time World Cup-winning soccer team, who appeared in a 1976 commercial for Vila Rica cigarettes. In the ad, Gérson encouraged consumers to choose Vila Rica for its low price, promoting the idea of gaining an advantage in life. Although the phrase initially seemed harmless, it evolved into a cultural symbol for unethical behavior, reflecting a broader societal trend in Brazil where taking shortcuts or being 'malandro' became normalized.

Gérson, now 85 and living in Niterói, has distanced himself from the negative connotations of the phrase, which have overshadowed his legacy as a soccer player. The irony lies in the fact that he was merely the face of the campaign, while the true creative force behind the phrase was the advertising agency Salles Interamericana, which has long since ceased to exist. This situation raises questions about how public figures can unintentionally become tied to societal issues that stem from their public personas, highlighting the influence of advertising on culture.

As the article reflects on Gérson's life and the evolving meaning of 'levar vantagem,' it also critiques the challenges faced by many Brazilians who navigate a socio-economic landscape marked by disparity. The idea of taking advantage of situations can lead to moral ambiguities, as individuals struggle to succeed in an environment where such behavior may offer a path to success. Ultimately, this case serves as a reminder of the complex relationship between identity, advertising, and ethics in contemporary Brazilian society.