What it had to solve
For the campaign 'Não viajar custa caro' (not traveling costs dear), Buser needed to sell the comfort of intercity bus travel while the sector's usual talk is ticket price.
The idea
A deadpan mock newscast where Tramontina reads absurd bus-comfort news with anchor seriousness — every bulletin ends ‘Todo mundo merece viajar gostoso’.
How it works
The program unfolds in formats that mimic a broadcast grid: news pills, 'Giro de Notícias', 'Notícias Literais', a daily stories bulletin and even a weather forecast with Tramontina as weatherman, running as reels on @buser.
What it did
No sales or media numbers disclosed; by hiring the meme's own protagonist — who agreed to laugh at himself, as Buser's marketing manager told GKPB — the brand turned an internet moment into a brand asset.
Background
On September 30, 2026, Brazilian intercity travel platform Buser launched the campaign 'Não viajar custa caro', starring journalist Carlos Tramontina as its first brand spokesman, fronting a fictional newscast called 'Seis e Buser'. The reference is the 'seis e ônibus' meme, made by Tramontina himself and flagged by GKPB as one of the Brazilian internet's best known.
In the format, Tramontina delivers absurd news about bus comfort with his usual anchor seriousness: a passenger who asks for a recliner seat at her own wedding, a man who sleeps for three days straight after visiting family out of town, an 'anti-comfort' coach caught resting aboard a Buser bus. Every bulletin signs off with 'Todo mundo merece viajar gostoso' — everyone deserves to travel nice.
The newscast frame does practical work: it holds many short, recurring pieces (news pills, 'Giro de Notícias', 'Notícias Literais', daily stories bulletins, a weather forecast) instead of one film that disappears in a week. Under the humor sits the business argument — the campaign swaps the sector's usual ticket-price talk for the cost of staying home: the meeting that never happened, the rest that never came.
Why it lands
The meme already tied Tramontina's newsreader credibility to buses, so hiring its protagonist converts an existing cultural association instead of renting one.
The joke only works if absurd headlines are read with the face of a weather forecast — credibility built over decades of telejournalism is the comic engine.
A newscast is a repeatable format, solving brands' practical problem of sustaining social content beyond a single viral film.
What you can take
Don't borrow the meme — hire its owner: a joke lands when the person being laughed at is in on it, and a newscast frame holds many recurring pieces instead of one viral film.
Since then
The pieces circulate on Buser's social channels as reels on @buser; neither Meio & Mensagem nor GKPB named the agency responsible. Buser's marketing manager Luiza Guimarães told GKPB the brand had wanted to play with the story for a while and the newscast format finally made it make sense.
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