Gérson's law
In Brazilian culture, Gérson's Law (Portuguese: Lei de Gérson) is an adage in which those who "like to take advantage of everything" have no concern for ethics.
This expression came into use because of a TV commercial from around 1970 for the cigarette brand Vila Rica, played by Brazilian footballer Gérson. While he is a very well known football player in Brazil and 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 resented having his image connected to the ad, since all kinds of unethical behaviors were linked to his name with reference to the law.
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, such as jeitinho and malandragem, that contribute to Brazil's cultural, political and social paradigm.
