2024’s most unforgettable campaigns: Storytelling that tugged at the heart
By Abimbola Mohammed
The marketing landscape in Nigeria has undergone a significant transformation since the 1980s and 90s. With the rise of digital platforms, brands are now tailoring their messaging to resonate with the Gen Z audience.
Gone are the days of one-size-fits-all marketing; today, brands must craft a unique persona that speaks to each demographic. Effective storytelling has emerged as a powerful tool for humanizing corporate and product brands, fostering genuine connections with stakeholders and target audiences.
In 2024, several campaigns stood out for their ability to captivate audiences and convey meaningful messages. These ads went beyond mere product promotion, instead tugging at the heartstrings of consumers.
MARKETING EDGE reviews some of the most impactful commercials of the year, highlighting their storytelling prowess and emotional resonance.
Airtel Nigeria: “Live Limitless”
Airtel Nigeria unveiled its latest television campaign for its Home Broadband suite of products, which are designed to empower Nigerians to experience seamless and limitless internet connectivity. The campaign highlighted how it creates boundless opportunities for Nigerians to thrive in business, education, entertainment, family life, and beyond.
The campaign, which features the ever-radiant Mr. Farooq Oregba, popularly known as the “King of Steeze,” promotes culture, connections and living without limits.
Created by The Hook Creative agency, the campaign had over 3 million views in first 2 days of its release on social media platforms.
Colgate: Let’s have a talk (Do yanga with your smile)
The commercial highlights the importance of oral hygiene and smiling. The commercial features children advising that people should be free to express themselves irrespective of the state of their teeth. (“Mama and Papa buy am, use am and shine your smile, No more cover, cover mouth”)
The commercial puts children at the centre, with their adorable toothy grins, endearing milk tooth gaps, and infectious smiles as the primary selling point. The campaign was the creation of Ogilvy Nigeria Company Limited.
MTN Nigeria: Life is Beautiful (Oh Jerry)
A brand like MTN used nostalgic marketing campaign strategy in its recent TV commercial where it recreated the old campaign ‘life is beautiful’ into a modern reality. The commercial is more of the continuation of its old popular campaign that dominated the airwave in the early days.
The MTN ‘Life is Beautiful’ commercial features a couple who are in different parts of the world and are able to reach out to one another because of the MTN connection. The man takes advantage of a captivating, orange-glowing and window-piercing sunshine to remind his dialed up lover of her illuminating presence in his life. “Thanks for bringing sunshine into my life,” he says.
Indomie Nigeria: Mama Do Good (Flavour Twist)
Indomie Nigeria has revived the classic “Mama Do Good” TV commercial from over a decade ago with a modern twist. The reimagined campaign, titled “Mama Do Good (Flavour Twist)”, features the same beloved characters in a contemporary setting, showcasing enhanced flavor, vibrant visuals, and a playful yet mature tone.
This updated ad successfully connects with a broader audience while maintaining the nostalgic charm of the original. The campaign was published in July 2024 by The Hook Creative agency.
Bama Mayonnaise: Bamaliciously good
First Bank: “The Giant in You”
First Bank unveiled Giant in your campaign in celebration of its 130 years of remarkable years of defining the future of banking in Nigeria. The campaign , according to the foremost Bank is a call to action to ignite the spark within, empowering customers, employees, and stakeholders to tap into their dream and awaken the giant within.
Giant in You campaign is empowering, inspiring, enabling and supporting dreamers, achievers, innovators, entrepreneurs and everyday people to transcend the ordinary and begin to have Giant thoughts, take giant steps, make giant strides, achieve giant goals, make giant successes ,reach giant heights and live giant lifestyles.
A Legendary Combo from the stable of GBFoods, Bama launches a new TVC featuring 2Baba, Hida Baci, the brand ambassador for Gino and Bama and stars Kunle Remi, and Efa Iwara, showcasing the versatility that makes Bama a household favourite.
Everything tastes better with Bama, whether sandwiches, fries, pasta, or anything in between.
Sonia paste: So much to love
The latest Sonia commercial is a collaboration between Ihuoma Linda Ejiofor and Ibrahim Suleiman, who promote the Sonia Tomato Mix Stand Up Pouch. In the commercial, they share how the pouch can add flavor and joy to meals, and how they are excited to share Nigerian cuisine with families.
Erisco Foods
The new campaign featured the rich culture of Nigeria, showcasing the different brands from the stable of Erisco Foods limited. The commercial combined both Yoruba, Hausa and Igbo culture, food and attire. With a song that promotes singing along.
Addme: Gift of Ease
The new Christmas campaign by Addme from the stable of foods tagged ‘Gift of Ease’ features Kiekie and Nelly visiting a home with mother and children running to prepare food for Christmas before their guest arrives. The campaign shows how to Skip the cooking rush and prepare delicious meals faster with Addme, the gift of Ease
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