"Deu ruim" is a very popular internet slang in Brazil. Means "fail". To promote the cement brand Montes Claros, we figured out a non-sense scene: a construction workers choir singing "Deu Ruim" in the rhythm of Beethoven's 5th Symphony. The film was shot in a construction building and then we had the certainty it would work: when the shot was over, the real construction workers were already singing the song.