Strategist reveals advice to Flávio Bolsonaro and comparisons with father

In an interview with CNN 360º this Wednesday (27), political communications and marketing strategist Jorge Gerez revealed that he had conversations with Flávio Bolsonaro (PL) and advised him to change his stance during the pre-campaign.

"I thought he should stop being tense and show more who he is, what his proposals are, who is part of his team, what his vision of Brazil's future is. But the campaign decided to go for tension", revealed Gerez.

The strategist also made a direct comparison between Flávio and his father, former president Jair Bolsonaro: "Your father arrived at a place and it was full of citizens. You arrive at a place and it's full of politicians. It's a huge difference in positioning in a campaign."

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"Cannibalization" of the right
For Gerez, Brazilian voters are looking for something closer to the common citizen, which could open up space for a surprise in the 2026 elections.

The strategist highlighted that research shows that 81% of Brazilians want change. However, neither Lulism nor Bolsonarism would represent this change. "If you ask a Brazilian if they represent change, they will say no," said the strategist.

However, Gerez assessed that the so-called "third way" faces a serious semantic and political problem. "If you talk about a third way, you are already talking about a third place", he said.

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For him, the right, with four candidates in evidence, is "cannibalizing itself", and this benefits Lula as he is the only consolidated candidate on the left in the current scenario.

Zema, Caiado and Renan Santos
The strategist made specific assessments about the pre-candidates Romeu Zema (Novo), Ronaldo Caiado (PSD) and Renan Santos (Missão).

In relation to the former governor of Minas Gerais, Gerez considered that the campaign made "a serious mistake" by taking a stance against Bolsonaro. "The universe of Zema's vote is Bolsonaro, he was the poster boy for Bolsonaro's second round, and he turns against his own mentor, in some way"

Gerez evaluates Renan Santos as a representative of the so-called "anti-system vote", which has been growing in Brazil and was evidenced, according to the strategist, with Bolsonaro's own election in 2018 and in the 2024 municipal elections, with Pablo Marçal in São Paulo and Cristina Graeml in Curitiba.

"In digital listening, Renan Santos comes like a tsunami. In some side bets, he already has 17%. I think he is the new Paulo Marçal, if the situation doesn't change", he stated. Regarding Caiado, the strategist was direct: "I think he would be an excellent senator."

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Source: CNN