This isn’t the first time the wrong ad has been run, nor the last no doubt, but Brazilian newspaper Folha de Sao Paulo has placed itself high up the list of major cock-ups.
The day after Brazil’s comfortable World Cup win over Chile, the paper ran an ad from the Extra supermarket chain that sponsors the team sympathising with the boys over their defeat and elimination from the tournament.
The heartfelt copy line read: “The team exited the World Cup, but not our hearts. Thanks Brazil, we’ll see you in 2014.”
Strange that in a football-mad nation no one spotted that they were running the wrong standby ad before it went to press. Perhaps they were all slightly distracted by the victory celebrations.