The Votorantim Cimentos is staging its comeback to the TV screen with a campaign that will keep track of the soccer season up to the end of the year on television. This initiative, which is the first of its kind in the cement sector, should attain over 75% of the market served by the company in Brazil. The TV spots will be transmitted in more than 4000 municipalities and will always bear the hallmark of the regional brand, in the case of Pernambuco, the Poty brand. The company invested R$ 8 million in the initiative. The 30´film entitled "Família" (Family) will be presented during the breaks of games of the Brazilian Championship, South American Cup, Friendly Games of the Brazilian Team and eliminatory matches of the World Cup of 2006. With the slogan "There are things that cannot be replaced ", it shows that the best things in life cannot be exchanged, such as parents and great friends. The idea is that quality in civil construction is also irreplaceable. The campaign was developed by Neogama BBH and the film was produced by Cine. The investment made by Votorantim Cimentos is part of a series of actions being implemented for around two years that included, among others, merchandising in the soap opera "Senhora do Destino", the deployment of a Board of Customers, which assembles retailers in 20 cities of the country, and the relationship program "Diga Sim à VC" (say Yes to VC), which allows dealerships autonomy in the acquisition of PDV POS materials, gifts and services.