Jorge Ben Jor gives the tone in the solar collab between Corona Cero and Farm Rio with the classic ‘Oba, here she comes’

Sun, sand, sea and Jorge Ben Jor Playing in the background: It could just be another magic afternoon on the beaches of Rio, but it became the soul of Collab’s new campaign between Corona Cero and Farm Rio – two brands that decided to join the forces to celebrate the beach lifestyle with a lot of style, color and, of course, soundtrack.

The star of the campaign is none other than Jorge Ben Jor, one of the biggest names in Brazilian music and an essential figure in the construction of the country’s sound identity. With his unmistakable balance, he packs the campaign to the sound of ‘Oba, here she comes’, a 1969 classic that continues to enchant generations with her swing, light letter and a romanticism by the sea that only he knows how to translate.

Interestingly, the 55 -year -old song has already been pointed out as the artist’s fourth most re -recorded, in a survey by Ecad (Central Office of Collection and Distribution).

The track marks a creative turn in the artist’s career, which was already flirting with samba rock. Interestingly, Jorge Ben Jor revealed in interviews that the song was inspired by a neighbor he watched from the window and never knew he became a muse of an eternal hit.

The perfect soundtrack for an eternal summer

In the campaign, ‘Oba, here she comes’ serves as a guiding wire of dating and stories lived under umbrellas on the beaches of the wonderful city, mixing solar images, vibrant colors and that everyday poetry that only the carioca can cultivate. Farm, known for translating the Brazilian tropical soul into unique prints and cuts, signs a collection that includes packs, chairs, thermal cups and nylon bags with prints inspired by Brazil’s fauna and flora. And all with the subtle touch of corona aesthetics.

“It’s the ‘this is living’ with carioca accent,” she defines the campaign, which comes to mark the corona centenary with a style celebration. Gabriela Gallobrand marketing director, reinforces: “Brazil has become the global capital of Corona and the river synthesizes this spirit like no one else. To unite this to Farm is to enhance everything we love in this city.”

Mariana LealFarm’s head of collabs, points out that the partnership goes beyond the look: “The connection with Rio and Nature is visceral for us. Bringing Jorge Ben Jor to this conversation was like closing a cycle. It’s music, fashion and Brazilian soul in the same compass.”

Jorge Ben Jor: A Living Monument of Brazilian Music

With a career that crosses decades without ever dating, Jorge Ben Jor is the author of a unique work, capable of moving between samba, soul, funk and even Afrobeat – long before these mergers became a trend. His style, often called “esoteric samba,” influenced Tim Maia to Marcelo D2, and his rhythmic and spiritual view of music is celebrated to this day as timeless.

“Oba, here comes it,” like much of Ben Jor’s repertoire, is one of those songs that look simple on the surface, but revealing deep and deep poetic layers. It is that kind of sound that does not age, only adapts – like the artist himself, who at the age of 80 is still synonymous with Brazilian joy, energy and identity.

Where to find Collab the collection will be sold on the site farmrio.com.br and in 50 stores spread throughout cities such as Rio de Janeiro (RJ), Sao Paulo (SP), Belo Horizonte (MG), Salvador (BA), Recife (PE), Belém (PA) and Florianópolis (SC).

Sol, sea, good music and lots of bossa: this is the new collab that invites the world to live with carioca accent.

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