At first there was a poster in which hair covered a face. The marketing gods thought that was good, but they wanted more. So we got a poster where a tie covered a face. And the marketing gods felt that too was good, and yet they yearned for more.
So someone thought “Hey, what if we could have them both together? And what if we also put a gun covering somebody’s face in there?!” And so we got a poster with four people and three covered face. And the marketing gods said: “Ok, now you’re just being insane. I mean, even we have our limits. But feel free to use it in Brazil.”
And so it was done.
(Thanks, once again, to the always alert Casty the Clown)