A new advertising campaign has rekindled people's interest in the Bossa Nova classic.
Beginning in July 2024, the Brazilian newspaper Folha de São Paulo collaborated with Johnny Walker of Diageo to initiate a campaign that paid tribute to Alaíde Costa, a pioneer of Bossa Nova who had been neglected for a considerable amount of time. 'Errata at 88' featured an advertisement in Folha that was written in the style of a correction and highlighted Costa's contributions. As a consequence of this, Costa's recognition skyrocketed: the number of Google searches climbed by 747 percent, the number of views on YouTube increased by 318 percent, and the number of plays on Spotify increased by 800 percent. She was invited to many more shows, which resulted in an increase in her fees. Diageo was also successful in regaining its top position in the Brazilian whiskey industry, and the campaign was awarded the Grand Prix of Cannes in the Entertainment for Music category.
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