Last month, Reserva shop was broken into. This month, the thieves are starring in a CCTV ad for the very same shop. Not only is the shop getting a lot of press attention, the shoplifting fashion-addicts might even be caught. Clever.

Supers say:

"It's not necessary to break the window. Just come in! Inventory clearance: up to 40% off."
"Jeans, Bermudas, polo shirts, tops."
"Hurry! Why are people doing such crazy stuff for Reserva?"

The shop owner Rony Meisler told O Globo newspaper it was the second time in less than a month that his outlet had been robbed, and most likely by the same gang. The Guardian says that Meisler is calling his marketing campaign a bit of revenge.

"They stole my clothes and we stole their image," he told the paper. "Complaining gets you nowhere, business is about doing things. Rather than suck lemons, it is better to make lemonade with them."

Limonada Reserva

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (5)

  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    The supers' translation is incorrect...
    It is "Hury! BECAUSE people are doing crazy stuff for reserva".

    In portuguese, they have the same word for Why and Because.

    Jan 22, 2013
  • Dabitch's picture

    That must really mess kids up when they reach the "why" fase and mom answers "because".
    por que? por que! por que? por que!

    Jan 23, 2013
  • Basil's picture
    Basil (not verified)

    I think this some thing new Brazilian menswear retailer Reserva had done to promote itself.

    Apr 09, 2013
  • cctv london's picture
    cctv london (not verified)

    cctv is the one of the very useful invetion by the ll prevent from dangerous life

    Apr 17, 2013
  • Lauren Larson's picture
    Lauren Larson (not verified)

    Haha as well as "Why is it?" "Because it is!"

    The Portuguese are generally quite laid back though, rarely have raised voices unless there's soccer on the TV. Not sure about Brazil though.

    Love the blog by the way - one day I hope I can get my interiors shop on a Super Bowl Ad!

    Lauren @

    May 16, 2013