A butcher exclaims "Mãe, a senhora aqui?" (Mom, you here?) in surprise.

The ad opens with a close-up of a woman's back as she approaches a counter. The scene then shifts to a butcher, who recognizes her as his mother. He expresses surprise, and she explains she's there to buy meat for the week. He enthusiastically recommends a specific cut, 'Alcatra Friboi Reserva'. She approves, and he jokes about her expertise. The ad then shows close-ups of the meat, highlighting its freshness and quality, and ends with the Friboi Reserva logo and tagline.