Globo Takes 'To Love Is to Care' to Mipcom With 'Super Drama' Push

Globo arrives at Mipcom in Cannes with "To Love Is to Care," a primetime telenovela that reached more than 119 million Brazilians in its first 12 weeks on air.

The Brazilian media powerhouse is using the market to launch the title internationally and to introduce its "Super Drama" concept — a slate positioning its biggest productions for global buyers. Angela Colla, Globo's head of international business, said "To Love Is to Care" joins "Anything Goes" and "Three Graces" as the flagships of the push. The three titles proved early highlights at a Globo Showcase held Sunday evening in Cannes.

What is the telenovela about?

Emmy-winning author Walcyr Carrasco ("Hidden Truths") created and wrote the series with Claudia Souto, with Amora Mautner as artistic director. The cast pairs some of Brazil's biggest screen stars: Letícia Colin, Chay Suede, Tony Ramos and Antônio Fagundes.

The plot follows Adriana (Colin), a woman shattered by a murder who rebuilds her life through a drive for justice. She falls in love with Pedro, an idealist lawyer played by Chay Suede — a pairing of two of Brazil's most popular actors. The story combines passion, revenge and a central whodunnit.

Carrasco said the idea came from personal experience. Two years ago, he broke a leg and faced a long recovery that made him reflect on "care, empathy, and human connection." He said: "I realized how the act of caring transforms both the caregiver and the person being cared for." He added: "That experience left a deep impression on me and sparked a desire to tell a story set in that world, one that speaks of solidarity, resilience, and affection."

How has it performed in Brazil?

The numbers behind the launch:

• Over 119 million Brazilians reached in the first 12 weeks.
• The hashtag #QuemAmaCuida spent more than 13 hours among Worldwide Trending Topics and 97 hours in Brazil's Trending Topics.
• More than 139,000 Google searches since the premiere.

Colla said the reception confirms "that people continue to look for strong, well-told stories," adding that the show "delivered an impactful first chapter that won over the audience from the beginning and has maintained a high level of engagement throughout the plot."

What does 'Super Drama' mean for Globo's international strategy?

Colla defined Super Dramas as titles that represent "the best of the Brazilian telenovela tradition combined with Globo's production excellence." She said: "They are stories that stir emotions, spark conversations across generations, and forge deep connections with audiences that extend far beyond the individual episodes."

She listed what "To Love Is to Care" brings to the format: "A strong female lead, a sweeping love story, a compelling mystery that hooks the audience, and universal themes that transcend borders."

The scale is part of the pitch. Colla called it "a project of immense technical and artistic scale, impressing right from the premiere with striking sequences, such as the flood scene, which mobilized a production team of 270 professionals." Her conclusion: "It is the kind of story with high potential to engage viewers anywhere in the world."

Colla said the combination of technical excellence and emotional engagement leaves Globo "very excited and confident that the reception in the international market will also be very positive." The Mipcom response to the Super Drama slate will show whether Brazilian telenovelas can convert domestic dominance into global sales.