On Tuesday, November 26, during a Brazilian championship match between Palmeiras and Botafogo, Fiat's campaign celebrating the thrill of driving a hybrid car for the first time went viral. The ad, set to the sound of the iconic song “Like a Virgin”, promotes the new Fiat Pulse and Fiat Fastback models with T200 Hybrid engines, and was broadcast on TV Globo in split-screen format during the match. This coincided with Botafogo's second goal, causing a frenzy on social media. Fans compared the joy of celebrating the goal to the thrill of driving a Fiat Hybrid for the first time. Comments included: “In the same year that Queen performs in Rio, Botafogo scores a goal to the sound of Like a Virgin. The story is really incredible!”; ”I woke up to the Botafogo fans loving Like a Virgin. Is this real life?” and ”Like a Virgin is the song of the championship!” To extend this connection between television and social media, Fiat and Leo Burnett designed a follow-up ad that aired on Wednesday, November 27, during the prime-time broadcast of Jornal Nacional in Rio de Janeiro. This new spot recreated the moment when the Like a Virgin ad and the goal footage crossed paths, linking the emotion of Botafogo's goal to the buzz on social media. The impact was remarkable: a 10,000% increase in comments about the match and 3,300 mentions of Fiat on X (formerly Twitter), making it an important topic among fans.