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20s to 60s 70s and 80s 90s and 2000s

 


 

 Brazilian star in the blue sky
 Lighting from north to south

 Message of love and peace
 Jesus was born
 Christmas arrived

 Santa Claus flying jet across the sky
 Bringing a Christmas of happiness

 And full of prosperity new’s year
 Varig Varig, Varig



If you lived in Brazil on the 60s, 70s, 80s, 90s and 2000s probably heard this song at TV or radio. This jingle was created in 1963 by Gaetano Zamma, member of São Paulo Bossa Nova group, with Johnny Alf, Agostinho dos Santos and Maysa. He composed about 150 songs, but Varig’s christmas jingle is his best known song. It was originally recorded by Clélia Simone. The lyrics suffer a changed from the original, the verse "Star of the Americas" was changed to "Brazilian star".

 

 

 

20s, 30s and 40s .


VARIG beginning - 1927

 Before television, VARIG was already doing advertising. In 1929 the company used its aircraft Klemm L- 25 to make advertising flights within Rio Grande do Sul state. Later VARIG also used radio to announce their new routes and aircraft, and exalt its excellent service board.

 
In the 30's VARIG expanded it network with Junkers aircraft / In the 40's VARIG's network reached 20 cities / With Electra I, VARIG advertises air freight

 

 

50s .

It was in the 1950s that VARIG advertisements became more frequent and gained more visibility. It was in this decade that VARIG went from a regional of Rio Grande do Sul state to a national carrier with international flights to Montevideo, Buenos Aires and New York.


In the 1950s, VARIG expanded its network to Northeast and North of the country.

“To Porto Alegre, always fly by Varig. With the best on board service, the traditional pioneer’s courtesy. The best time table and the most modern aircraft. Every day, many times a day a VARIG’s flight to Porto Alegre are at your disposal. From south to north with Super 46C reduced fares, Constellation luxury or Convair by Varig.”

 

SUPER CONSTELLATION


After the first Lockheed Super G Constellation arrival, in 1955, VARIG launched several announcements exalting aircraft's qualities and the 5-star on-board service.

   

 

      

 

 

CARAVELLE 1 - BRAZIL IN JET ERA


Once again a pioneer, VARIG was the first airline in Brazil to operate a jet. The company was the third company in the world to buy Caravelle, after Air France and SAS.


In 1959 VARIG inaugurated the jet era in Brazil, with the arrival of Caravelle 1.

“Varig. Starts in Brazil the pure jet era. Flying with the Caravelle. The Caravelle with reversing reactors is a finding of French engineering. The wings are free to cut the air. With great speed and reactors in the fuselage, the noise is too far back. The silence is absolute, there's no vibration. Varig, also the pioneer in Brazil's jet age.”♪

 

 

   

 

 

 

60s .

The 60's was a golden age for VARIG's marketing. Its advertisements on television became known throughout Brazil and the company released several jingles as Christmas, "Seu Cabral", "Urashima Tarô", amog others. VARIG's TV commercials become very popular among children for being cartoon made. VARIG's growing marketing is related to its exponential growth in the 1960s, when it flew to more than 90 domestic destinations and more than 20 destinations in South America, Mexico, the USA, Europe, Middle East and Japan.

 

BOEING 707


The arrival of the first Boeing 707 in 1960 was a major milestone in VARIG's history. The Boeing 707 was synonymous of international flight throughout the 1960s and was also present on the company's routes during the 1970s and 1980s.


Soon after the arrival of Caravelle, VARIG brought the Boeing 707 jet to Brazil in 1960

♪“The Boeing jets still in front. Two hundred and fifty Boeing are serving twenty-two airlines, the best of America and Europe. Built to lead for many years, Boeing jets currently carrying over 32,000 passengers per day. The Boeing jets are the most experienced worldwide, for this reason were preferred by Varig. Nonstop and faster to New York.
Varig to North cities. Six flights per week with luxury Super Constellation. In the ultra-modern four-engine Varig’s aircraft the flight is faster and more comfortable. With the same Convair’s fare you fly to Recife, Natal, Fortaleza, Sao Luis and Belem by luxury Super Constellation with the best in-flight service and Varig’s traditional courtesy.”♪

 

 

 

 

 

 

 

 
 After Real-Aerovias-Nacional purchase, VARIG expanded its national and international routes and received new Convair 990A and Electra II aircraft

It is fast as a jet, silent as a jet. And it's 20% cheaper. It is the Electra II. Varig’s Electra II. The largest and the fastest jet propeller.”♪

 

"Now Caracas, Miami and New York. New Varig’s service with Caravelle. Outside, over 10,000 meters the blue cold from high altitudes. Inside the warm comfort. Varig’s traditional courtesy"

 

"SEU CABRAL"


In 1965 VARIG assumed Panair’s routes to Europe. Initially, aircraft did not have enough range to make flights to Europe nonstop. Most flights to Europe made a stop in Lisbon. To promote its flights to Lisbon, VARIG commissioned a jingle to composer Archimedes Messina. Called "Seu Cabral" (Sr. Cabral), the song alludes the Brazil’s discover and featured the voice of the Portuguese singer Hilda Castro, who was on tour in Brazil. The jingle was released in October 1967 on radio and soon after in TV, in 1969. The song was so successful that the following year turned into a Carnival song.

 

 Sr. Cabral was navigating
when someone soon screamed:
- Land in sight!
Brazil was discovered
The crowd screamed
Welcome Sr. Cabral!
- Write there Caminha to our beloved King,
that this land is beautiful and generous,
with very kind people
But Cabral felt in the chest
a really strong missing
- I’ll return now to Portugal,
I want to go, by Varig.

 

 

 
 With the great international expansion, VARIG’s commercial were also launched in other countries and in other languages like English, Spanish, French, German and Italian.

 

 

  Forty years of victories through the air
 Varig, Varig, Varig

 Forty years of progress nonstop
 Varig, Varig, Varig

 It is Brazil’s flag always flying
 Varig, Varig, Varig

 Always the first,
 the pioneer
 Varig, Varig, Varig

 
 In 1967 VARIG completed 40 years and launched a jingle especially for the occasion.

 

 

URASHIMA TARO


After the launch of the Japan’s route and the success of "Seu Cabral", VARIG asked Messina another jingle to promote Rio - Tokyo flights. Based on the famous Japanese legend the "Urashima Taro" was created, sung by Rosa Miyake. Rosa recorded a version in Portuguese and one in Japanese. Initially, the jingle was released on radio in 1968, then in film and finally in a TV commercial. As "Seu Cabral", "Urashima Taro" also became a carnival song the following year. The legend of Urashima Taro tells the story of a Japanese fisherman who saved a turtle that was being abused at the beach. The next day, a large turtle approached him and told that the little turtle he saved was the daughter of Sea’s Emperor. As thanks, allowed him to climb on his back and took him for a ride in the sea. There he found the emperor and his daughter, who was now a beautiful princess. Although happy, he began to miss their homeland and asked to return. But before leave, he received an ark from the princess, with the promise to only open when he was very old. Upon arriving in city Urashima Taro found that three hundred years had passed since the day he gone. Overcome with sadness, opened the ark. His body become very old and from the sea came the voice of the princess telling him that in the ark were all his years.

 

Urashima Taro, a poor fisherman
Saved a turtle
and as an award, took him to Brazil

For the enchanted kingdom
he fell in love and remained here

Many years passed,
suddenly he started missing his home
And a mysterious ark as a present he won

When he opening it what joy,
experience his heart
He found a Varig’s ticket
and flew happy to Japan.

 

   
 Urashima Taro returned to TV with Expo70 and in the 80's

 


Urashima Taro in Japanese

 

 

 
This was another jingle, not as famous as Urashima Taro and also recorded in Portuguese and Japanese

 

 

  
 Another famous commercial of the 60's was Leonardo da Vinci and the New Year special, joining all the characters created by VARIG

 

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