Lula uses final program to attack Flávio, and rival bets on country singers and prayer
While the PT candidate dedicates half of his propaganda to criticizing his opponent and gathers Fátima Bernardes, Richarlison, and Alckmin, the senator bets on emotion, a campaign recap, and a call to supporters.
The final electoral programs of Luiz Inácio Lula da Silva (PT) and Flávio Bolsonaro (PL), aired this Friday, focused on the PT candidate's attacks on his rival and attempts to reinforce their messages in the final stretch of the campaign. The president's propaganda, who is seeking reelection this Sunday, featured presenter Fátima Bernardes, player Richarlison, and his running mate, Geraldo Alckmin, while Flávio used statements from country singers who support him in the electoral race.
Half of the five minutes of the PT candidate's propaganda were dedicated to attacking his opponent. A narrator states at the beginning that "in an act of desperation, Flávio Bolsonaro's campaign is attacking President Lula with lies and fake news." Next, the PT campaign lists what it calls "proven facts that Flávio tries to hide."
The propaganda then enumerates the PL candidate's actions as a defender of the military police officer accused of killing 5-year-old Ana Clara Gomes Machado, his vote against increasing maternity leave for state civil servants in Rio when he was a state deputy, and his plans to cut R$ 250 billion from the budget if elected. Lula's campaign narrator stresses that Flávio does not say where he will cut the funds, but "we know he will cut salaries, pensions, and social programs like Farmácia Popular and Bolsa Família."
It also speaks of the end of the 6x1 work schedule: "Flávio met with businessmen to annul the end of the 6x1 schedule." It also shows a clip of Flávio defending the privatization of Petrobras and says that this means "more expensive fuel at the pump."
The PT propaganda accuses Flávio of being a "defender of militias," says he "honored the leader of the largest group of contract killers in Brazil twice," in reference to Adriano da Nóbrega, and "transferred R$ 200,000 to a militiaman convicted of the murder of councilwoman Marielle Franco."
At the end of the attack segment, the PT propaganda asks: "Have you noticed that wherever there is a corruption scheme, Flávio Bolsonaro is in the middle of it?" The Master case, his relations with lawyer Willer Tomaz, and the episode involving player Richarlison's island are cited. A video is then shown in which the Tottenham striker accuses the PL candidate and lawyer Willer Tomaz of having acted to take his island.
After the attack segment, there is a cut to the opening of the part of the propaganda where Lula appears. The president speaks of his achievements, but acknowledges, in line with the tone the campaign adopted in this runoff:
— I know we still have a lot to advance. But today's Brazil is better than the Brazil I found.
The PT candidate also says that "Brazil will not get better by cutting your rights and achievements, nor by disrespecting women, and much less by putting a militiaman in charge of security."
After Lula, Alckmin makes a statement saying that the country "does not need radicalism."
— People on the left and right have realized that it is time for unity against the greater risk, the return of Bolsonarism — says the vice-presidential candidate.
The program continues with a video of Fátima Bernardes stating that "you don't need to be a Lulista or a PT supporter to vote for Lula and Alckmin, you just need to be a defender of democracy."
Lula ends the program by saying that Sunday is "a day that is worth many years" and that "the change is in the right direction."
Country singers and appeal for votes
Flávio's program bets on emotion, gratitude, and expressions of support from country artists to mark the end of the free radio and television propaganda.
Before the senator's appearance, the piece shows a group of people playing musical instruments to the sound of the national anthem. Subsequently, it gathers names like Gusttavo Lima, Marrone, and Rodolffo, a former Big Brother Brasil participant and country singer, and combines a retrospective of the campaign with an appeal for supporters to intensify the search for votes before the runoff.
The presence of the artists occurs after Flávio met with names from the country music scene in Goiás this week. On the same day, the candidate stated that he intends to resume the Emergency Program for the Resumption of the Events Sector (Perse), created in 2021 to help companies affected by restrictions during the Covid-19 pandemic, but which was ended in 2025 after reaching the limit of R$ 15 billion in tax breaks.
In a farewell mood, the senator recalls his contact with voters during his travels across the country and claims to have been transformed by the experience. He also thanks them for the expressions of affection he received throughout the campaign and states that the meetings reinforced his willingness to assume the Presidency.
— I had a lesson in Brazil with you, you took me to walk through the real Brazil. I learned from you, I will never be the same again — he says.
The strategy, according to campaign insiders, was to give the last program an emotional tone, with thanks and a retrospective of Flávio's contact with voters in different regions of the country. The idea was to value the meetings throughout the campaign, reinforce the connection built with supporters, and end the propaganda with a message of hope and mobilization for the runoff.
The tone of gratitude also alternates with criticism of the current scenario and his opponent. Flávio presents the election as a choice between continuity and change, citing public insecurity and the economic difficulties faced by families, recurring themes throughout the campaign.
— You will choose whether you will live in fear or if the criminals are the ones who will be afraid of us — he says.
Then, he mentions indebtedness and the loss of purchasing power.
— You will choose whether you will continue living in this Brazil that has only gotten worse, with everyone in debt, an empty shopping cart. Or if you will live in a better country, where you will prosper.
Appeal to go to the polls
In the final part, the piece focuses the discourse on electoral mobilization. Flávio has insisted on the importance of going to the polls and tries to reach voters who abstained in the first round, when 33.4 million people did not vote, equivalent to 21% of the electorate. In a tight race, the campaign seeks to stimulate not only the vote of its supporters but also the mobilization of people close to them.
The appeal comes after the release, this Thursday, of a Datafolha poll that shows Flávio with 47% of voting intentions, against 46% for President Luiz Inácio Lula da Silva (PT). The difference is within the margin of error of two percentage points. In valid votes, which exclude blanks, nulls, and undecideds, both appear with 50% each.
— And now it's time for full force. Talk to everyone, call your family, your friends, ask for votes. Take people to vote with you — says Flávio in the program.
The call is accompanied by a warning about the secrecy of the vote and the voter's freedom of choice. Flávio asks that supporters not be intimidated by any pressure and reinforces the importance of taking family members and friends to the polls.
Religiosity also marks the end of the program, which ends with a prayer and a message of faith.
