| Creator: | Cassiano Gabus Mendes |
| Director: | Lima Duarte Wálter Avancini |
| Starring: | Luiz Gustavo |
| Country: | Brazil |
| Language: | Portuguese |
| Network: | Rede Tupi |
Beto Rockfeller is a Brazilian telenovela produced by TV Tupi and aired from November 4, 1968, to November 30, 1969. It was created by Cassiano Gabus Mendes, written by Bráulio Pedroso and directed by Lima Duarte and Walter Avancini.
Beto Rockfeller (played by Luiz Gustavo) is a charming, lower middle class shoes salesman who cons people into believing he is a millionaire by mixing himself with members of the high society of São Paulo.
Beto Rockfeller is often mentioned as a turning point for the telenovela format in Brazil. It abandoned the melodramatic, artificial tone of previous shows for a more naturalistic approach, with the presence of a morally ambiguous protagonist and the use of colloquial language; characters would often mention actual news and gossips of the time. It also was the first telenovela to use contemporary pop hit songs in its soundtrack, rather than purely orchestral music.
The telenovela was adapted into a 1970 motion picture directed by Olivier Perroy, with the main cast of the TV show.
A Volta de Beto Rockfeller, a sequel, was aired from March 26, 1973, to November 9, 1973. It was not as successful as the original telenovela; yet it is noteworthy as Tupi's first telenovela produced in color.