Chilli Beans’ 2025 Christmas campaign “A Boa Velhinha” features an AI-created Mamãe Noel who brings attitude, humor and innovation to the season.
An AI Mamãe Noel with attitude
Chilli Beans, Latin America’s largest sunglasses brand, presents its 2025 holiday campaign “A Boa Velhinha: quem dá as cartas sou eu”. The concept introduces an irreverent, tech-driven Mamãe Noel created with artificial intelligence. This time, Christmas is no longer led by the classic Santa Claus figure, but by a bold, sharp-tongued “Good Old Lady” with the brand’s signature edge.
In the launch video, a film crew struggles to find the “perfect Mrs. Claus” for the brand. After a series of failed casting attempts, someone asks: “What if we create her?”. That’s when A Boa Velhinha appears, wearing dark shades and taking over the role with irony and confidence, saying: “Well, well, well… why not create? People believed in Santa their whole lives, why wouldn’t they believe in me?”
The film closes with a playful line: “Você já IA pensando que a Chilli não IA inovar no Natal?” – a pun in Portuguese linking AI (“IA”) and innovation. In this way, the brand connects humor, technology and internet language in a single narrative. The character arrives with strong personality and a spicy gaze to own Christmas 2025.
Humor, AI and the Chilli Beans spirit
“We wanted to escape the obvious. A Boa Velhinha was born to break paradigms, provoke the audience and show that Christmas can also be a place of attitude, humor and personality. It’s a campaign that combines creativity, technology and Chilli Beans’ unique way of being,” says Caito Maia, the brand’s CEO and founder.
Beyond the AI that brings the character to life on screen, the campaign includes a photo shoot with real models, highlighting the contrast between classic and futuristic. This fusion matches the brand’s spirit, which enjoys playing with different visual languages. Over the next few weeks, new content will show more of Boa Velhinha’s strong personality, including her reactions to messages and gift requests.
“Christmas is the most important moment of the year for Chilli Beans, and we’re launching a campaign that sparks social media conversations with a satire of AI, while also bringing a human side and interaction between both universes. We’re also sharing gifting tips with our products, tied to a digital strategy, and delivering what Brazilians love: being connected through humor,” adds Caio Pamphilo, Head of Marketing.
First Brazilian fashion brand to use AI in an institutional campaign
The campaign “A Boa Velhinha: quem dá as cartas sou eu” is already live in digital formats and on Chilli Beans social channels. The brand highlights that it was the first Brazilian fashion label to run an institutional campaign using this technology. This move reinforces its innovative positioning, closely linked to trends and youth culture.
About Chilli Beans
Founded in the late 1990s by entrepreneur Caito Maia, Chilli Beans has grown over the past two decades into Latin America’s largest sunglasses chain, with more than 1,000 points of sale. The brand operates in Brazil, Bolivia, Colombia, Peru, Chile, Mexico, the United States, Portugal, Kuwait and Thailand.
Built on a fast-fashion business model, Chilli Beans launches around 10 new designs per week. It pioneered the self-service optical concept, where customers can freely handle and try on products, and was the first to develop single-brand eyewear kiosks in the region. Recently, the company became a case study at Harvard Business School.
The brand is the tenth Brazilian company with the most operations abroad and the 12th largest franchise in the country, according to the Brazilian Franchising Association (ABF). It holds around 25% market share in Brazil and was named the Most Admired Brand in Brazil in the Optics and Sunglasses category by the IBEVAR ranking. Chilli Beans continues to expand anchored in design, irreverence and constant innovation.