Brazilian media giant Globo is entering Mipcom with a renewed focus on its premium telenovela lineup, headlined by the primetime drama “To Love Is to Care.” The series, written by Emmy-winning author Walcyr Carrasco and starring a constellation of Brazil’s most prominent actors including Chay Suede, Letícia Colin, Tony Ramos, and Antônio Fagundes, marks the debut of Globo’s new “Super Drama” branding for the international market.
The narrative centers on Adriana (Colin), a woman who, after surviving a devastating murder, channels her trauma into a relentless quest for justice. As she navigates themes of passion and revenge, she finds romance with Pedro (Suede), an idealist lawyer, creating one of Brazil’s most anticipated on-screen pairings. The plot also features a classic whodunnit mystery that drives the story forward.
Carrasco revealed that the concept originated from a personal health crisis two years prior, when a broken leg and subsequent recovery period highlighted the profound impact of empathy and human connection. “I realized how the act of caring transforms both the caregiver and the person being cared for,” Carrasco stated, noting that the experience inspired a story rooted in solidarity and resilience.
Angela Colla, Globo’s head of international business, positioned “To Love Is to Care” as a flagship example of the network’s “Super Dramas.” These are defined as titles that merge the finest elements of the Brazilian telenovela tradition with high-end production values. “They are stories that stir emotions, spark conversations across generations, and forge deep connections with audiences that extend far beyond the individual episodes,” Colla explained.
The show’s domestic performance has already set a high bar. In its first 12 weeks, the telenovela reached more than 119 million viewers in Brazil. Digital metrics were equally strong: the hashtag #QuemAmaCuida remained in Brazil’s Trending Topics for 97 hours and entered Worldwide Trending Topics for over 13 hours, while search interest generated more than 139,000 Google queries since the premiere.
Colla highlighted the production’s technical scale, pointing to a flood sequence in the premiere that required a team of 270 professionals. “It is a project of immense technical and artistic scale,” she said, expressing confidence that the show’s universal themes—a strong female lead, a sweeping romance, and a compelling mystery—will resonate globally.
During a Globo Showcase event in Cannes on Sunday evening, “To Love Is to Care” joined other upcoming Super Dramas, “Anything Goes” and “Three Graces,” as key highlights for the international market. Colla noted that the enthusiastic Brazilian reception confirms that audiences remain eager for well-crafted, emotionally engaging storytelling with broad appeal.
The flood scene sounds expensive, but does the writing match the production budget? Hope it’s not all style over substance.
Is this just rebranded content? Premium telenovelas are great, but ‘Super Drama’ feels like pure marketing spin to me.
I’ve never watched a telenovela, but that murder-revenge plot sounds gripping. Maybe I’ll finally give it a try.
119 million viewers is insane! Brazilian dramas really are a global phenomenon now.