As reported by NOS, the campaign uses terms such as “dar de vaia”, a local greeting used when passing someone’s home or encountering a person, and “marafado”, meaning angry or annoyed.

The language is intended to create a direct connection with local audiences and reflect the Algarve’s distinct identity.

Everyday speech

Developed by advertising agency Havas, the campaign is appearing on billboards throughout the Algarve, from the coast to the interior and from Vila Real de Santo António to Sagres.

These advertisements combine regional words, expressions, and pronunciations familiar to residents and part of everyday Algarve speech.

The campaign comes as NOS confirms that its fibre-optic network now covers every municipality in the Algarve, with almost 400,000 homes passed by fibre.

António Fuzeta da Ponte, NOS Director of Brand and Communications, stated the company wanted its communications to reflect the closer connection created by its presence throughout the region.

“For NOS, having the latest-generation fibre available across the region is a genuine way of connecting with the people of the Algarve,” he said, adding that the campaign was also intended as a tribute to the region’s “own identity”.

Fibre network

The telecommunications company said the expanded fibre network gives residents across the Algarve greater choice when selecting their telecommunications provider.

This regional campaign forms part of NOS’s wider national fibre rollout. In 2026, the company reached all 308 municipalities across mainland Portugal and the islands with its fibre network, following investment of more than €326 million over the past decade.

The campaign’s use of local speech is designed to reinforce that nationwide expansion with a distinctly Algarve-focused message, using expressions that residents can immediately recognise as their own.