Vero Cheja 💚

Mientras Coca-Cola, Cabify, Adidas y compañía firmaban a Scaloni, Macaya Marquez, Bad Bunny y al roster global de jugadores, Branca detectó algo que ninguna otra marca leyó: el mundo lleva casi cuatro años (post-Qatar) consolidando una narrativa sobre los argentinos (que venia de antes pero ahora crecio). Que somos insoportables. Que nuestra intensidad agota. Que no se aguantan otros cuatro años de esto. Branca tomó ese insight crudo y armó un spot con representantes de los países que más nos critican en redes diciéndolo en cámara (incluyendo a "villanos queribles" del mundo futbol en stream como lo son @mikemaquinadel, @MrAngeloValdes y a Allan Brazuca). Y al hacerlo, se ahorró pagar derechos federativos y firmar jugadores. Porque le habló al público que importa: el argentino que consume fútbol a diario en redes, el que vive el Mundial en bares y en streams de Kick/Twitch, el que sigue a creadores de fútbol más que a periodistas tradicionales. A ese público no le hablás con un comercial protagonizado por Messi. Le hablás con los streamers que él ya consume todos los días discutiendo de fútbol con los referentes locales como La Cobra o Davo. Branca eligió el canal cultural correcto antes que el atajo publicitario obvio. La previa del Mundial está llena de comerciales de marcas hablando de emoción, superación, unión, el grito de gol, el abrazo del padre con el hijo. El manual conocido. Branca tiró ese manual a la basura y fue al lugar opuesto: al odio, a la bronca, a la cargada, a la incomodidad. Y en vez de defenderse, abrazó la acusación: sí, somos insoportables, y nos encanta serlo. En una categoría saturada de épica genérica, la única forma de destacar era ir al revés. Es la jugada más innovadora y la más argentina de toda la activación mundialista hasta el momento 🤓

Buena comunicación de @rauchg ... En serio estos detalles son los que hay que mirar de un LT

Here's my update to the broader community about the ongoing incident investigation. I want to give you the rundown of the situation directly. A Vercel employee got compromised via the breach of an AI platform customer called Context.ai that he was using. The details are being fully investigated. Through a series of maneuvers that escalated from our colleague’s compromised Vercel Google Workspace account, the attacker got further access to Vercel environments. Vercel stores all customer environment variables fully encrypted at rest. We have numerous defense-in-depth mechanisms to protect core systems and customer data. We do have a capability however to designate environment variables as “non-sensitive”. Unfortunately, the attacker got further access through their enumeration. We believe the attacking group to be highly sophisticated and, I strongly suspect, significantly accelerated by AI. They moved with surprising velocity and in-depth understanding of Vercel. At the moment, we believe the number of customers with security impact to be quite limited. We’ve reached out with utmost priority to the ones we have concerns about. All of our focus right now is on investigation, communication to customers, enhancement of security measures, and sanitization of our environments. We’ve deployed extensive protection measures and monitoring. We’ve analyzed our supply chain, ensuring Next.js, Turbopack, and our many open source projects remain safe for our community. The recommendation for all Vercel customers is to follow the Security Bulletin closely (vercel.com/kb/bulletin/ve…). My advice to everyone is to follow the best practices of security response: secret rotation, monitoring access to your Vercel environments and linked services, and ensuring the proper use of the sensitive env variables feature. In response to this, and to aid in the improvement of all of our customers’ security postures, we’ve already rolled out new capabilities in the dashboard, including an overview page of environment variables, and a better user interface for sensitive env var creation and management. As always, I’m totally open to your feedback. We’re working with elite cybersecurity firms, industry peers, and law enforcement. We’ve reached out to Context to assist in understanding the full scale of the incident, in an effort to protect other organizations and the broader internet. I also want to thank the Google Mandiant team for their active engagement and assistance. It’s my mission to turn this attack into the most formidable security response imaginable. It’s always been a top priority for me. Vercel employs some of the most dedicated security researchers and security-minded engineers in the world. I commit to keeping you updated and rolling out extensive improvements and defenses so you, our customers and community, can have the peace of mind that Vercel always has your back.