Nothing draws an audience quite like the Super Bowl. In 2015, around three-quarters of US adults planned to tune in for the big game, including 83% of men. Capitalising on this sizeable, predominantly male audience, Pantene’s 2016 Super Bowl spot was just for them – and, more specifically, for dads.

Performed mainly by men, Passinho is a new way of dancing funk born in the favelas of Rio. It highlights a new side to Brazilian men: a growing obsession with vanity. But how does it challenge favela stereotypes? And what does this new behaviour reveal about Gen Y?

A growing number of Brazilian women are embracing feminism, finding vivid expression in arts and culture. Among them are carioca funk star MC Carol and rapper Karol Conká, who’ve collaborated on the single ‘100% Feminista’, challenging traditional gender attitudes through music.

Why are Brazilians splashing on beauty services when they’re skint? What’s got them bringing the bar into the home? And why are family dynamics changing so drastically? This Cultural Snapshot uses local statistics and case studies to explore behavioural norms shared by Brazilians in 2016.