"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 full of
happiness. And full of prosperity new’s year. Varig Varig, Varig."
before the 60s, 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 1959 VARIG launched the jet age in Brazil, with the arrival of Caravelle 1
Soon after Caravelle’s arrival, VARIG brought to Brazil the Boeing 707 jet in 1960
The 60's was VARIG’s marketing golden age. Its advertising on television became known throughout Brazil with famous jingles like Estrela, Seu Cabral and Urashima Tarot. VARIG’s TV commercials also became very famous among children by being made as cartoons. The great expansion in marketing was related to VARIG’s exponential growth in the 60s, flying to over 90 domestic destinations, almost all South America, Mexico City, USA, Europe, Middle East and Japan.
After purchase Real-Aerovias-Nacional, VARIG expanded its domestic and international routes and received new Convair 990A and Electra II aircraft
"Now Caracas, Miami and New York. New Varig’s service with the Caravelle. Outside, over 10,000 meters the blue cold from high altitudes. Inside the warm comfort. Varig’s traditional courtesy"
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.
was navigating when someone soon screamed:
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. 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.