Billionaire who ‘buried’ his Bentley won big at advertising equivalent of the Oscars
Published on Dec 02, 2025 at 5:30 PM (UTC+4)
by Henry Kelsall
Last updated on Dec 02, 2025 at 5:30 PM (UTC+4)
Edited by
Emma Matthews
The Brazilian billionaire who had attempted to bury a Bentley Flying Spur luxury car might not have been everyone’s favorite, but he definitely had the last laugh.
Eccentric billionaire Chiquinho Scarpa got people talking in his native Brazil in 2014 after he planned to bury his Bentley Flying Spur, a car worth over $500,000.
The plans led to a fair bit of controversy, with Scarpa saying he wanted to ‘drive the car in the afterlife’, hence the burial of the luxury vehicle.
Yet despite the mixed reactions, Scarpa still managed to scoop a major award for his actions.
DISCOVER OUR SUPERCAR AUCTION SITE – View live auctions on SBX Cars
Why Scarpa wanted to bury his Bentley Flying Spur
Scarpa took inspiration from the Ancient Egyptians after seeing a TV documentary.
The billionaire saw that many of them were buried with their precious belongings.
Wanting to take the car with him to the afterlife, he decided to bury the car in his garden.
Naturally, when word got out about this, a fair bit of controversy erupted online.
With such a huge spotlight on him, an undeterred Scarpa decided to invite the nation’s media to his home.
They all showed up with cameras and reporters, ready to see him place the Bentley into the ground.
However, after digging the hole and getting ready to bury the car, Scarpa suddenly stopped proceedings.
The whole operation had been an elaborate PR stunt
Incredibly, Scarpa then announced that it had been an elaborate stunt.
“I have not buried my car. Everyone thought it absurd when I said I’d do it.
“It is absurd to bury bodies, which can save many lives. Nothing is more valuable. Be a donor, tell your family,” he said.
What he’d done was create an elaborate stunt to promote the beginning of organ donation week in Brazil.
The billionaire had gone from being ridiculed online to being praised for highlighting awareness.
It was a remarkable turn of events for the billionaire and his Flying Spur.
Ad agency Leo Burnett Tailor Made had contacted him on behalf of the country’s organ donation authority.
The stunt had been so good that in May 2014, it received a top prize at the Golden Lion awards in Cannes.
This was the advertising equivalent of the Oscars.
It is fair to say that Scarpa had achieved what he had set out to do!
DISCOVER SBX CARS: The global premium car auction platform powered by Supercar Blondie
Henry is a content writer with nearly ten years experience, having written for various publications since 2017. Qualifying with a Sports Journalism degree from Staffordshire University, Henry loves all things automotive but has a particular soft spot for classic Japanese cars and anything Lancia. He also has a curious passion for steam locomotives.
