Brazilian marketers who were planning celebratory ads for a sixth World Cup victory had to switch quickly to plan B after Brazil’s humiliating 7-1 defeat this week in a devastating semi-final game against Germany. Now, the message for some is shifting to what a good job Brazil did hosting the World Cup.

Banco Itau, a major World Cup sponsor, waited a day for the shock and agony to subside a bit, and tweeted “The pain is huge, but the pride in being Brazilian is bigger. We’re united, Brazil.” The tweet includes a photo of a man draped in the Brazilian flag, looking toward a cityscape as the sun sets.

With Brazil about to play one more game, for third place, on Saturday, Sao Paulo agency Africa is breaking on Friday night an Itau spot it’s been working on this week in which Itau praises Brazilians for putting on a terrific World Cup.