PPA Milton Cunha TV Globo Hello, creatives from Brazil! Registration for the PPA - Professionals of the Year Award 2026, one of the most traditional recognitions in Brazilian advertising, is open until August 7th. And, this year, the person making this call is Milton Cunha, protagonist of the campaign that celebrates the talent of transforming the Brazilian way of living, speaking, laughing and communicating in memorable campaigns. With the concept "Good idea speaks Brazilian", the communication reinforces a conviction that has driven PPA for almost five decades: there is no creativity like that of Brazilians. The one that is born from street corner conversations, from the meme that becomes a national topic, from the brilliant improvisation, from the catchphrase that catches on, from the well-told story and from the ideas that enter the culture and stay. In the pieces, which will be broadcast on Globo's platforms, Milton Cunha takes on the role of official translator of the advertising into "Brazilian". Between the beach, fair, sound car and a lot of good humor, he transforms market expressions into versions that are much more familiar to any Brazilian. After all, as Milton himself summarizes: "If he's from Brazil, he's creative." ??? Influencers Chaiany Andrade and Renata Saldanha expand the conversation in digital environments, helping to take the invitation to professionals from all regions of the country. "Brazilian creativity is unique and, when applied to advertising, transforms ideas into powerful campaigns. For 48 years, the PPA has recognized the works with the greatest impact on the market that were shown on Globo platforms, always valuing the ability to incorporate elements that reflect the identity of our country", comments Andrea Sanches, director of Advertising Marketing at Globo. For Milton Cunha, the ultimate symbol of Brazilianness, the PPA carries a deep emotional memory, as he has followed the award since its first editions, still in Belém, Pará. "The award has always been a symbol of excellence, of professionals who go beyond standard logic to achieve a truly inventive and powerful artistic atmosphere. Starring in the campaign this year is an immense joy and the crowning achievement of a career, after all, it is an award that celebrates intelligence and sagacity", he celebrates. Alice Bandeira, Brand Creation and Communication Manager at Globo, highlights that Brazilian creativity is not just a characteristic of our people, but a way of seeing the world, and reinforces: “With Milton Cunha, the campaign gives prominence to advertisers who transform ideas into culture”. How the contest works ? Agencies from all regions of Brazil can submit their work in 16 categories, divided between National and Regional classes. On the national stage, the following formats compete: ?Film 30"; ??Film 30+"; ?Campaign; ?Integrated; ?Innovations in Content; and ?Social Value. The Integrated category brings an important evolution, with the possibility of registering campaigns also displayed on Eletromidia screens. Another highlight is the expansion of the scope and the change of name of the Content Actions category, which is now called Content Innovations, which will evaluate the set of content actions co-produced by Globo and agencies and displayed in the company's ecosystem. See the dates The judges will meet remotely on September 22nd and in person at Globo SP, on the 24th to choose the best works. The finalists will be announced on September 28th, after evaluation by a jury made up of professionals from different areas of marketing and communication. The awards ceremony will be held on Creativity Day, November 17th, in São Paulo. It will be on the PPA stage that we will also meet the winning team of the special category LED Globo - Light in Education. For the first time, advertising and marketing students from across the country participated in the awards and entered campaigns with the theme “The role of education in social transformation”. The winning project, evaluated by the PPA jury, will have its film shown on Globo platforms, increasing the visibility of young creators and their ideas. ? In its 48-year history, the PPA has evaluated more than 47 thousand pieces and distributed more than 3,400 trophies, recognizing and celebrating the talent of professionals from all regions of Brazil. Registration and the complete regulations can be accessed at ppa.globo/ A new category of the PPA award - Professionals of the Year will recognize the talent of young students