Bradesco chooses Macaulay Culkin for the “Para não esquecer” holiday campaign, reinforcing its “Você Primeiro” positioning for 2026.
Nostalgia, care and the turn of the year
Aligned with its institutional concept “Você Primeiro” (You First), Bradesco is betting on global icon Macaulay Culkin for its year-end campaign. One of the most recognizable faces in global cinema, the actor leads the bank’s new communication. He lends his voice to a message that blends care, emotional memory and a call to carry what truly matters into 2026.
Created by agency Lovely, the film adopts the tagline “Para não esquecer” (Not to forget), reinforcing Bradesco’s role as a brand that inspires human connections. The invitation is simple yet powerful: to value essential gestures, the ones that sustain long, transformative and genuine relationships. Culkin’s presence, in a more mature phase and aware of his cultural legacy, deepens this reflection with sensitivity.
A strategic choice of a generational icon
The choice of Macaulay Culkin reflects a strategic move by the brand. The actor is experiencing a celebratory moment in his career and remains highly relevant in global culture. For this reason, Bradesco saw in him a symbol capable of sparking meaningful conversations, crossing generations and triggering instant recognition, especially at this time of year.
In the film, Culkin appears in a cozy setting, speaking directly to viewers. He naturally shares how, year after year, he returns to people’s emotional memories. Small gestures – eye contact, unhurried hugs, dedicated time and expressions of affection – are presented as the true protagonists of every new beginning.
The narrative intersperses his speech with real, spontaneous stories, reinforcing the atmosphere of connection. In this way, the campaign translates the bank’s commitment to more human relationships into images. Nostalgia and forward-looking messages meet in a single storyline.
Reinforcing the “Você Primeiro” positioning
“We continue to strengthen what we want to take into 2026: true human relationships, with the client at the center. That is the meaning of our ‘Você Primeiro’ positioning. We chose Culkin because we knew this would be a symbolic year for him. Bradesco is also living a new moment, with a renewed outlook and evolution,” says José Maurício Lilla, Bradesco’s Head of Communications.
According to the executive, the actor’s presence adds emotional depth and cultural relevance to the campaign. Bringing someone so beloved and present in the collective imagination reinforces a bolder and more culturally connected communication approach. The goal is to place people at the center and invite them to do the same in their own lives.
“There is nothing more valuable for a brand than speaking to people’s hearts. That’s exactly what this campaign does by bringing such a beloved figure in such a moving way,” says Daniell Rezende, ECD at Lovely.
Multiplatform rollout and creators
The campaign unfolds in 90”, 60”, 30” and 15” formats for TV, digital, DOOH, radio and social media. Content creators also join the initiative by sharing what they want to keep alive in 2026. This expands the conversation about continuity, genuine presence and meaningful relationships, which are central pillars for Bradesco in the coming year.
By combining a nostalgic icon, emotional storytelling and a broad media plan, the bank reinforces its message for the season. The brand invites people to look ahead without losing sight of what truly matters. In doing so, it aligns its communication with the emotional tone of year-end reflections.