Jimmy, Renda-se is having a moment. But the trajectory from Ainda Estou Aqui soundtrack to Coach Campaign is a strange one. While it's great that Tom Zé is getting paid, it's frustrating to know that more Americans will hear this song through a leather commercial than will ever watch Ainda Estou Aqui.
That right in the middle of rampant student deportations and detainments, without due process, the biggest impact this film might have on U.S. society will be dusting off a vintage Tropicália song for a fashion campaign. It won't be that it held up a mirror to our current situation. Most Americans won't ever know that the 2025 Oscar winning Best Foreign Film was so relevant to our domestic situation.
And of course, the tagline would have to be something so supremely individualistic as "On Your Own Time" featuring a luminous Elle Fanning literally stopping time for everyone around her by...tucking her cell phone into her Coach purse.
Whose streets? Not our streets.
