How modern Nigerian TV ads are challenging traditional norms
By Seun Johnson
For decades, Nigerian TV commercials followed a familiar script. Men were seen as breadwinners, women as homemakers, light-skinned models as the face of beauty and success, all painted in conventional strokes.
But today, a new narrative is emerging. Modern advertising is tearing down these outdated philosophies by embracing inclusivity and painting a richer, more authentic portrait of Nigeria’s diverse and evolving society.
From banking to telecoms, FMCG to fashion, brands are rethinking how they engage their audiences. Advertisers are not just selling products; they are influencing culture, challenging social norms, and reflecting the aspirations of a new generation of Nigerians.
In the past, Nigerian TV commercials were heavily gender-stereotyped, traditionally casting women as caregivers, cooks and homemakers while men were portrayed as the decision-maker and providers. However, these narratives have now been completely rewritten.
In 2014, ‘Always’, an American brand of menstrual hygiene products launched the “Like a Girl” campaign. It was a groundbreaking move that aimed to challenge the negative stereotypes surrounding the phrase “like a girl.” At the heart of the campaign was a powerful video that quickly went viral, featuring young girls and adults demonstrating what it means to run, throw and fight “like a girl.”
The Television commercial practically dismantled the stereotype that girls are weak or timid. It encouraged young Nigerian women to be confident, strong and change their perception about gender roles.
Similarly in 2019, First City Monument Bank (FCMB) launched a TV campaign known as SheVentures that spotlighted women in business. The initiative provided support to existing and upcoming women-owned SMEs through access to finance, training and mentoring to boost their business in a sustainable manner.
The campaign challenged traditional norms, proving that financial independence is not a privilege reserved for men. It is a right and a reality for women too.
Also, brands like TECNO and MTN have launched various campaigns featuring female protagonists in non-traditional roles, highlighting women excelling in tech, business, and sports, and presenting a more balanced and aspirational reality.
Also in the past, Nigerian TV ads favoured fair-skinned models with Western features dominated the screens. This has changed. Brands are now embracing Nigeria’s diverse beauty by featuring dark-skinned models, natural hair, and traditional attire in their commercials.
For instance, the 2019 “Maltina’s Happiness in Every Bottle” campaign which featured a range of Nigerian faces across different ethnic backgrounds, celebrated the country’s rich cultural diversity.
Similarly, Guinness’ “Made of Black” campaign redefined what it means to be bold and authentic, highlighting street culture, music and self-expression.
In the same vein, the days when TV commercials felt like scripted fairy tales are gone. Today, Nigerian ads focus on real-life struggles, triumphs and emotions that resonate deeply with audiences.
Airtel’s “Data is Life” series took a humorous yet insightful approach to digital connectivity, portraying everyday Nigerian experiences in a way that felt authentic.
By moving from staged perfection to raw and relatable storytelling, brands are forging deeper emotional connections with their audiences.
The days of predictable Nigerian TV ads are gradually fading. A new era that reflects the true essence of Nigeria’s people, values and aspirations has come.
And brands that embrace this shift will not only thrive in the marketplace but also shape the cultural narrative for generations to come
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