In a surprising turn of events, the São Paulo mayoral race has taken an unexpected twist following a violent incident during a televised debate. Pablo Marcal, a 37-year-old influencer and life coach, has emerged as a frontrunner after being assaulted by a rival candidate.
The debate, which took place on September 15, 2024, saw Marcal repeatedly provoke his opponent, 67-year-old TV presenter Jose Luiz Datena, by bringing up a shelved sexual harassment probe. The tension escalated until Datena struck Marcal with a chair, resulting in a broken rib and dislocated finger for the younger candidate.
This incident has catapulted Marcal into the national spotlight, potentially positioning him to lead the Western Hemisphere's most populous city. São Paulo, Brazil's financial powerhouse, generates approximately 10% of the country's GDP and faces significant challenges, including crime, homelessness, and severe traffic congestion.
Marcal's rise in politics mirrors a trend seen across Latin America, where brash, populist leaders have gained traction through social media and bold campaign promises. Political scientist Dawisson Belem Lopes describes Marcal as a "very deft, truly talented" political operator and the "future of Brazilian politics," though he expresses concern about the implications for democratic institutions.
Before entering politics, Marcal built a fortune estimated at £20 million through online self-help courses, some costing up to £4,000. His "IP Method," purportedly based on neuroscience, covers topics ranging from overcoming "mental blocks" to entrepreneurship.
However, Marcal's past is not without controversy. In 2010, he was convicted for participating in a scheme to hack online bank accounts, though he avoided prison through appeals. In 2022, he made headlines after leading unprepared followers up the 8,000-foot Pico dos Marins mountain during a storm, resulting in a rescue operation and a brief "attempted murder" probe.
"We will build São Paulo 2.0, rid the city of crack addicts and crime, and construct the world's tallest skyscraper."
Marcal's campaign for São Paulo mayor includes ambitious promises to transform the city's economy, address its crime problem, and build the world's tallest skyscraper. These pledges resonate with many voters in a city facing significant challenges, including water scarcity, air pollution, and income inequality.
As the election approaches, São Paulo's diverse population of over 12 million, including the largest Japanese community outside Japan, will decide whether Marcal's unconventional approach and controversial background are what the city needs to address its complex issues.