Mario, a university student and banking, through a loving connection with Cristina, young rich, proud and emancipated, tries to climb socially. Between the two is the sexy commercial Neusa, inexperienced and angry with the obscurity of his family. Each seeking a place in the sun of life, entangling themselves in a diabolical game of sex and love. The film Lance maior (Sylvio Back, 1968) was produced in a context where the theme of the media invaded the cultural debates on the subject of the identity and of the Brazilian culture. This allows to think in the insertion of the film inside these debates. Like this, through the analysis of the language and of some subjects of the context of Lance Maior, this article intends to establish relationships among several levels of implication of the film front to the theme of the media. As the most important aspect, it is evaluated the influence of the media in the construction of two protagonists’ identity. Besides, is analyzed the possible degrees of communication of the film and your own mediation character, remembering that the authors were "media men". ("Highest Bid") surely the most legitimate, conscious and sincere tape engaged throughout the troubled history of the modern national cinema. - Ruben Biáfora ( "O Estado de S.Paulo" / 1969). You got to do the best analysis of the middle class has shown in local cinema. - Paulo Emilio Salles Gomes (Brasília/1969). "Highest bid" to capture and express aspects of our social condition, by images of melancholy, visuality and moving realism. - Valerian Andrade ( "Jornal do Brazil" / 1968).