Mike Adenuga’s creative imprimatur on Glo’s New TVC
For Otunba Mike Adenuga Jr., the debonair billionaire businessman and founder of Globacom, there cannot be any separation of the umbilical cord between him and his iconic brand. Rain or shine, the business mogul, popularly revered as the “Bull”, is forever avant-garde in building and sustaining the ever-rising brand equity of the telecom company. Ever since it was launched into the Nigerian telephony market, Glo has been creating industry ripples and buzz.
This assertion came to the fore more poignantly with the newly launched and released television commercial of the Glo brand which eloquently bears the imprimatur of the “creative prowess” of “The Bull” himself, an irresistible and irrepressible business magnate, who, like a Rover has his foot-prints on all paths.
The Television commercial by the iconic telecom brand with the theme campaign Glo’s Amebo, is typically in sync with the paradigm shift in contemporary brand building. Unlike in the past when brands and their owners were caught in undue fancy and fantasy of great copy ideas, today, the shift has since favoured telling exciting stories about the brand with a view to resonating with the target consumers. This way, the brand’s messages can be better understood and appreciated.
Leveraging the power of free airtime, the unique commercial has that effortless, don’t-take-it-too-seriously confidence that most brands wish they could have. Deliberately created to promote viral sharability, and in a typical Yoruba and African setting, the trio of Juju maestro, King Sunny Ade, Bolaji Amusan popularly called “Mr. Latin” and Wale Akorede aka “Okunnu”, are the prominent characters featured in the new sequel television commercial by Glo to promote its Glo Amebo offer that gives subscribers five times the value of recharge to call all networks.
The commercial begins with Madam Amebo, acted by the legendary Ibidun Allison, of the classic Village Headmaster fame, chatting with her daughter, acted by Yvonne Jegede, who is preparing for a party. She says: “Aso ebi ati tawon golden accessories. Eso to bad!” prompting her daughter to ask: “Mummy is it not too early to be dressed up?”
The conversation continues with Madam Amebo boarding a bus and answering her daughter, says: “Too early, ke? Sho! I don dey inside bus since now. You think say I go miss all the small chops and all the orisirisi (different varieties of meat)… As for my women group, na KSA or nothing at all.”
The commercial closes with Madam Amebo (still clutching her phone) dancing with King Sunny Ade and other attendees, all gyrating scintillatingly to the vintage juju music. Interestingly, she still finds time to regale her friends with details of the party in an endless phone call whilst simultaneously rocking the beats.
The ad campaign, still going strong is Glo’s classy way of empowering its subscribers to communicate endlessly through the five times recharge while also reliving the social life and tradition of the people.
Indeed, the new TVC by Glo encapsulates the new thinking and philosophy amongst major profitable global brands. They believe that in communicating with their target audiences in different climes and regions, brands should put the consumers at the heart of their messages. With the dawn of the digital age, brands have been set on out-performing one another with the type of customer experience they share and relate with.
As pointed out sometimes in the past by Seth Gordin, an American author and former dot.com business executive, “marketing is no longer about the stuff that you market, but about the stories you tell. These views were also corroborated by William Robert Baker, also an American and a retired hockey veteran who said “story telling is the mother of all “pull” marketing strategies. It encourages dialogue, engagement and interaction among equals – interaction is an exchange of meaning between people”.
Bearing this in mind, it is only apposite and, indeed, apt to add that the new Glo Amebo TVC is a sure representation of William Robert Baker’s paradigm shift on contemporary brand building.
Impeccable industry sources told MARKETING EDGE that this great TVC was written and produced by Wishbones, one of the numerous consultants to the telecom brand, but under the guidance and inspiration of Globacom chairman, Dr. Mike Adenuga Jr. whom sources claim played a very significant role. Our usually reliable source hinted that “Dr. Mike Adenuga Jr. was not your run of the mill brand owner. He gives you the brief and stand around you and with you as you think out of the box. He is not just “The Bull” as being called, he is an enigma with incomparable but admirable creative acumen and intellectual sagacity,” our source revealed.
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