Gérson's law
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In Brazilian culture, Gérson's law, also known as lei Brasilis, is the law that someone who "likes to take advantage of everything" follows, in the negative sense of using all situations for self benefit, with no care for ethics.
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[edit] Commercial
The expression started on a TV commercial from around 1970 for the cigarette brand Vila Rica, played by Brazilian footballer Gérson. While one of the best football players worldwide, Gérson was always a source for controversy. In the commercial, that particular cigarette brand was portrayed as being advantageous for being both the best and cheaper than other traditional brands, and at the end of the commercial, Gérson said:
You also like to take advantage in everything, right?
—Gérson
Later, the player repented having his image connected to the ad, since all kinds of unethical behaviors were linked to his name with reference to the law.
[edit] Concept
The main idea linked to "Gérson's law" is, undoubtedly, one of the most deeply rooted values in Brazilian culture. While not always openly discussed, the value of that "law", the concept of being "smart", the usage of "connections" or "pulling strings", are part of the conditioned social behaviors that help maintain Brazil's cultural, political and social paradigm. Brazilian catastrophic politics and politicians are (if not exclusively, then simultaneously) consequences of those values applied.
