Outside Source
What was supposed to be a modified boxing clash between Wanderlei Silva and Acelino “Popo” Freitas at Spaten Fight Night 2 turned into a disaster that night. In the headliner of that Sept. 27 event promoted by a German brewery in Brazil, the two battled it out for a few rounds until Silva fouled his way to a disqualification. The 50-year-old Silva broke the proverbial camel’s back by headbutting his opponent more than once, and chaos broke out in the ring.
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Both teams rushed into the fight space, where they proceed to brawl it out. Caught in the crossfire was the defeated Silva, who was knocked clean out by the son of his adversary, Rafael Freitas. As a result of the mayhem including a few shots to the back of the head, Silva sustained multiple broken bones in his face. The attorney of “The Axe Murderer” even claimed he would pursue charges of attempted murder due to the unexpected attack.
That’s when Burger King of all companies realized it had a great opportunity to launch a marketing campaign promoting peace between the two renowned national idols. Putting an advertisement together and placing it on many of the main television channels on the Brazilian airwaves, Burger King sat the fighters down together to share a meal. It appears to have worked to calm tensions between the two, while simultaneously improving images that had been tarnished by a post-fight brawl.
There’s No Such Thing as Bad Publicity
In the advertisement, Freitas begins by saying, “There are people who want to see us exchanging blows and fighting; that’s inelegant.” Silva replies, “But not BK. BK wants to see us satisfied with two big burgers at a low price.”
“Popo” responds by placing a BK paper crown on his former opponent’s head, remarking, “For you to eat alone or share with someone you love.”
Voice dripping with sarcasm, the former Pride Fighting Championships great quips back with, “Use your head,” an ironic take on the way he was disqualified in the fight from three headbutts.
As if audiences could see the bitterness and hostility melt away with one sentence, Silva ends the ad by handing “Popo” a burger and asking him, “Want to take one for your son?” Whether scripted or because both men simultaneously realized the absurdity of their rivalry, they burst out laughing.
This follows a meeting backstage at UFC Rio last Saturday, where the climate between both sides started to calm down. Multiple-time “Coach of the Year,” Rafael Cordeiro promoted a peaceful meeting between his protégé Fabricio Werdum and Freitas, which he posted on social media under the headline “sport won.” The brokered peace was not accepted by Brazilian MMA fans, as the boxing legend received resounding boos from the nearly 16,000 people who packed Farmasi Arena upon his arrival at the event.
The mere announcement of their ad alone had a huge impact on social media, and their marketing plan earned both men a generous sum of money. It is estimated that they received more than they did in the fight itself. For those who do not believe in the maxim “there’s no such thing as bad publicity,” Burger King and Spaten, the latter already securing the 3rd edition of Spaten Fight Night, are showing that in a world driven by algorithms and engagement, numbers are increasingly driving rules and values.
This article first appeared at Recent News on Sherdog.com
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