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Pepsi’s ‘Naija All The Way’ spot. How I love a good marketing ambush!

The Pepsi Naija All The Way spot is the shiznit! Check it out below:

Neat, isn’t it? It’s trendy, bouncy and pumps you up. Makes you want to believe in Nigeria again. The spot reminded us of one of the reasons we are Nigerians: bagful of self-belief and swag.

Well, yea, the Naija spirit also sometimes turn into snakes and make away with money, and may even ask bribe from an archangel. But this spot is not about all that. The spot rather reps us in a positive way.  

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If there are no free lunches, how come we expect data privacy?

In the wake of the Facebook-Cambridge Analytica data privacy scandal, I have thought about how much of my personal data is out there. Data waiting to be harvested by some sick psychologist or ethnographer and deployed to warping my mind. I like to think that I have an iron-clad mind. But at the rate I give in to pepperoni pizza, maybe having an ‘open mind’ is not such a bad thing after all.  

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These ‘shithole’ outrage. Please, give me a break!

Aside from his use of an obscene term, I really do not understand the rage on the continent when President Trump referred to our beloved patch as ‘shithole countries.’

Emmanuel Macron yesterday said he shares the outrage of Africans on the disparagement by President Trump.

Oh please!

If by ‘shithole countries’ the man meant countries groaning under the weight of corruption, nepotism, abuse of power and disregard for rule of law, the social contract and the human condition, then he clearly wasn’t talking about the African continent. 

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What? Marijuana is now child’s play?

carribean360.com

I never quite enjoyed marijuana. It made me appear smarter than I really was. Which was odd because marijuana was supposed to dull the senses. But how else could I have understood e=mc2 or known who killed John F Kennedy?

Definitely ganja. 

I know the Good Book says in all thy getting, get understanding. But once you start accepting the logic of square circles, you are on very dangerous grounds, my friend. Luckily, the other part of me –  the part that abhors walking naked and collecting trash – had a more strident voice. A voice emboldened by years of chaste parenting and institutional morality. So, I didn’t quite take to marijuana.   

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Robert Mugabe and Donald Trump. My two favourite personal brands.

Not so many folks like President Mugabe and President Trump. Not me. I’m their biggest fan. I’d give anything to be in the presence of their awesomeness. 

I like the two for different reasons though. For President Trump, I like that the office of POTUS hasn’t sobered him up.  After all, he was Donald John Trump first before he became President Trump. Man is determined to be Donald John Trump with or without Air Force One.

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Shooting Nigerian commercials out of Nigeria. What is true? What is bunkum?

A few months ago, the Minister for Information & Culture announced the government was going to ban the production of Nigerian movies, music videos and reality TV programmes outside the country. Such ban was to help grow the creative industry in Nigeria and to create jobs.

Said the minister:

‘It is Nigerians that pay for the consumption of these products and therefore they must be allowed and encouraged to participate in their production.’

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“The best time to go for broke is when you’re already there.”

Bob Nye/NASA/Donaldson Collection/Smith Collection/Gado/Getty Images

“Look

If you had one shot

Or one opportunity

To seize everything you ever wanted

In one moment

Would you capture it

Or just let it slip?

Eminem – “Lose Yourself .“ (Soundtrack for “8 Mile.” )

If you haven’t seen Hidden Figures, you should. It is a biopic about African-American female mathematicians working at NASA during the Cold War and its very public expression in the Space Race.

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Can employees be as fanatical as football fans?

Picture courtesy The New York Time

Courtesy: The New York Times

Can employees be as fanatical of their company as football fans are of their clubs? Be the company’s biggest advocates and cheerleader? I once knew a company whose employees hated the company. The work or the company didn’t fill them with pride. They hid their ID cards when they were in public. You would too if customers often beat you. Some of those customers could knock the Earth out of orbit with their blows.

Right now, most football fans are scouring sports sites for news on which players their clubs are buying next. They watch YouTube videos to see the rumoured players in action. They debate and bicker over prospects in WhatsApp groups.

Myself, I swear by Manchester United. Best football club in the world. Sir Alex should have been Prime Minister. Scholesy. Could have saved America loads of money and located bin Laden with a pass. And that De Gea. He can save a marriage.

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Managing the Etisalat rebrand thoughtfully.

That Etisalat Nigeria must rebrand is obvious. The UAE’s Etisalat Group has pulled out of the company and written down its value in it to nil. It says Etisalat Nigeria only has a few weeks to use its brand name. Presumably, if Etisalat Nigeria wants to keep using the brand name, it must pay franchising fees. That must be at least a couple of million dollars yearly. We are not aware that this option is on the table though. And if it is, taking it up will be unwise for a business that owes creditors over $680m, the source of its current troubles.

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The thing about loyalty.

“Look out for the people who look out for you. Loyalty is everything.” – Found Online

I came across a YouTube video in which documentary maker Louis Theroux set out hoping to meet ‘MC Olu Omo.’ MC Olu Omo is the Treasurer of NURTW in Lagos and also the Chairman of the Oshodi chapter. According to popular opinion, he is also the Capofamiglia of ‘Oshland’ (Oshodi). The He-Whom-All-Fears. Goon Potentate-Over-Oshodi.

Brave soul, that Louis. There are some deaths that can’t kill a black man. Like those arising from bravery. Per the late Chinua Achebe: “It is from the compound of a coward that we point to where a brave man used to live.”

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GTBank Food & Drink. You can’t go wrong with food, can you?

So, on May 1, my household downed tools. The missus would have me know that being a wife and a mother was work. Hard work, as a matter of fact. So in observance of Workers’ Day, she was taking the day off from most wifely duties. She pointed me in the direction of GTBank Food & Drink for the day’s feeding.

Outwardly, I made a fuss about the denial of my spousal culinary benefit. But the truth is, I am an epicure. A foodie. I’m the sort of guy you’ll find following MasterChef Australia and Anthony Bourdain: Paths Unknown. I consider cooking an art, a creative expression. Much like painting. But the good thing about cooking, quite unlike a Rembrandt, is that you can actually eat it.

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Why approval by consensus never leads to great ideas

I have been involved in a few projects where approvals depended on a motley bunch of people, most of whom had little knowledge of the project, what it entails or what success would look like. It was decision-making by committee. A consensus-oriented process that seldom leads to great work, at least as far as great advertising or marketing goes. One of such projects stood out.

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Nigerian Banks and Product (Un)Truth.

GT Bank is my favourite bank. I use it the most. Not that if Segun Agbaje needed a kidney, I’d give him one of mine. But it’s a bank with a cause. With a value proposition. I’ll tell you two stories.

A couple of years ago, I was in New Zealand, a country with a 12-hour time difference to Nigeria. I went out one afternoon to use my dollar-denominated GT Bank card at an ATM. It didn’t work. Tried it a second time. Zilch. A third time. Nada. Not good. Needed cash badly. And well, it was also embarrassing. I was the only black man within a 50-kilometre radius. A Nigerian. Spending an inordinate amount of time at an ATM.

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Sleep in the dark. You’ll get used to the monsters.

“Everything you want is on the other side of fear.” Jack Canfield. 

There’s something decidedly hare-brained about jumping out of a perfectly good plane. A plane, if it isn’t obvious, is not a boat or a car. A plane flies. In the skies. With birds. There’s a reason we’re not birds. But man has never really been blessed with much discernment, have we?

Sky-diving was something I had always wanted to do. When I was a kid, I wanted to be a jet fighter pilot. You know, fly around the world and blow bad guys up. How I traded such altruistic aspiration for a life in brand management has got to be as mysterious as Po being the Dragon Warrior. Anyway, now that I have settled for a somewhat sedentary career, I thought jumping out of a plane might be the closest thing to feeling the thrill of being a fighter pilot.

But I had to battle a lot of monsters before my jump:

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New Airtel advertising. Must be the water in Banana Island.

There must be something in the waters at Banana Island. It was just a few weeks ago that I wrote about Airtel Nigeria’s Lost TV spot and how different and refreshing the spot was from previous Airtel commercials, and indeed from category spots. Lost was a marker set down by Airtel against competition, and unwittingly, against itself. The next spot from the company was always going to draw keen attention. Will it match or beat Lost, or will it crash and burn under the weight of high expectation?

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All I want for Christmas is a warm ad

I’m a Christmas guy. I love Christmas. It’s my best time of the year. The harmattan. The lights. The carols. “Good King Wenceslas looked out on the feast of Stephen…”“Odun lo so pin O, Baba Rere…” The nice hampers. The dodgy hampers. The teeming malls. Bliss. Joy to the world.

If only brands and companies will give us some really warm Christmas ad. We really could do with some cheer in this country right now.

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LAIF Awards 2016. Not a lot to laugh about.

“Speak your mind even if your voice shakes.” – Maggie Kuhn

So, I attended the 2017 LAIF Awards, my old stomping ground. I hadn’t been to one in some time and I thought it’d be great to see what the advertising industry was up to these days. When I was at TBWA, advertising awards were a big part of the network and my life. A strong agency showing at an award helped the agency get on clients’ radars and in consideration for businesses. It also helped us attract great talents, both creative and non-creative. The Omnicom Group, the holding company of BBDO, DDB and TBWA amongst others, had always been big on ‘doing great work.’ That ethos is reflected in the consistent and strong showings of the BBDO, DDB and TBWA networks at Cannes, One Show and D&AD.

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“Life Without Data.” Easily the most arresting Airtel Nigeria advertising in years.

I have always felt that Airtel Nigeria TV spots were the least engaging amongst all Telco advertising in Nigeria. For a brand that has consistently been in the Top 6 of marketing spenders in that last five years, I’d say this was rather unflattering.

Well, not any more. It’s new TV advertising, ‘Life Without Data,’ seems to be grabbing all the attention, in contrast to the marooned protagonist in the spot.

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How long does it take to make eba again?

The other day a colleague and I went for lunch at one of the ‘posh’ restaurants in Lagos that catered largely to local palates. I have been to this particular restaurant a couple of times. The food is good, the ambience is nice and the service is OK. But I confess that I’m one who believes that for Nkwobi stay with Mama Ogedi, and for soul-lifting Amala, salvation is only to be found at a buka. I’m a relic, yea, but we were never intended to eat cow leg with a fork and knife. That’s why God gave us fingers. Ten of them.

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4G LTE is great. Sustainable differentiation is better.

So, I was reading the papers the other day, and walla, Glo has launched a 4G LTE service (wait, didn’t they launch that stuff in 2011?). I thought that was really great because mobile internet speed in Nigeria waver between ‘damn-it!’ and ‘you-gotta-be-kidding-me!’ So, clearly there is a consumer need there. Any network that meets this need can dip its hands into my pocket.

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You get the talent you deserve.

A couple of days ago, I got a call from a recruiter. There was a supposed ‘senior’ role in her company they wanted to fill and my name came up.

Well, it was pleasing that my name came up in respect to something other than bills, allowances and pocket money. I’d always believed that the only people who thought about me were my wife and creditors. These days I can’t tell the difference between the two.

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The story of Mr Thimble. Beauty and pitfall of brand and line extensions. 

In all of the land of Vuka, there was no better bespoke tailor than Mr Thimble. He catered only to men and his apparels flattered the appearance of all, tall or stout, portly or willowy. The rich and greying, the nouveau riche and debonair, all journey from as far as the Far Kingdom to Vuka to be measured and fitted in Mr Thimble’s exceptional tailoring.  At the annual Vuka Governor’s Ball, it was not uncommon to find the majority of the guests accoutred in the fine raiments of Mr Thimble.

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