Okay, I am not talking about relationships today hahaha and I am just a little bit pissed with how we are being taken for a fool in this country. I think they know that anything sells and they would just go about anything here. I am not even talking about the government but investors and most notably how even some Nigerians lack creativity. It's an insult to everyone's intelligence if they feel we won't be bothered by it.
There is a need for us to put our best foot forward because we are not representing just our brand but the country. It is easier to give your best when you think this way. We need to see beyond what we are offering and look at the bigger picture. I was impressed when I read about Apple and they said they don't sell phones as most people think but they are making lives easier for others. It's simple and they hit the point home to perfection. I love when people think this way and it breaks my heart to see most people do a rush job and they can't even do a proper advert to entice people to patronize them.
Packaging is everything especially when you are into goods and services. We have different kinds of buyers and I learnt that in my study of Economics as an Economist. Some buy on impulse too as well as those who get attracted by what they see and decided to see how the product is. That's how the market moves too. You need something to attract your target audience.
I have watched a lot of adverts here in Nigeria and I must say that I am always disappointed most of the time. It's shocking to see the kind of content we put out there and it doesn't speak well of us as a country because when more established countries see it, I doubt they would think of us as intelligent.
I have lost count of the adverts I have seen! Honeywell noodles, Munch It, Minimi (however it is called) and so many others that I didn't even register in my head because they are absolutely nonsense and mentally torturing. As I said, it is an insult to intelligence and to think of how much they spent on these adverts then you have to question their standards. We are used to just throwing things out there and hoping for the best and it's not the way it should be. Of course, I know they have their customers and that's fine and we have those who would choose a brand by advert just as we have those who are not bothered by the advert and would still choose them anyway. My argument is on the kind of quality we put out there which doesn't look so good on us as a country.
I watched a Coca Cola advert many years ago and it's still fresh in my head. They perfectly created a wonderful memory in my head. They had Polar Bears everywhere and they had a lot of Coca Cola to celebrate with but they couldn't open the bottles. I was impressed by what they did... They carried themselves until they reached the half-moon and took the half-moon from the sky. They passed it down, used the edge to open all the Coke and then perfectly returned it to where they picked it. I found that creative even though it is impossible. It's the power of imagination for me and that's what I expect in any advert I see. It's the standard I have used to judge every advert that I see ever since I saw that advert more than 15 years ago.
Another one like it that I liked back then was very touching for me. I think I watched that about the same time over 15 years ago as well. There was this male dog "dating" this female dog. The male dog went in search of bone for her and while he was gone, the female dog was already making out with another male dog. He came back with the bone between his teeth and saw them. With shock, the bone fell off from his mouth and the other female dog saw him and stopped making out with the other male dog.
The boyfriend dog ran away and got to the express. He closed his eyes and still imagined the scene he saw some minutes ago, seeing another male dog on his girlfriend. He opened his eyes, saw a car coming on the express and closed his eyes while he jumped. Immediately, the car came to a halt despite coming with so much speed and there, they said, Pirelli Tyres... We save lives. Now, look at that for an advert. A whole bunch of lessons to pick out from an advert using cool dogs.
I like adverts that can challenge my intelligence, push me to think outside the box and I am not saying we don't have here at all, we do but we have most of them being terrible. A notable one I would say that I love and I've been raving about it is Airtel Mobile Network. I sincerely salute the guys behind their adverts. They have been producing amazing content for everyone and now most companies are trying to model their advert just how Airtel would do it.
This drop in standards I've been saying can even be seen in some of our movies. Call me unpatriotic but I would rather be unpatriotic than watch a movie that would get me angry and be filled with regrets afterwards. I select my movies and if the movie is not a comedy movie which I wouldn't expect anything reasonable from, then it must be Kunle Afolayan or Tunde Kelani's movies or any movie that comes highly recommended because most people around me knows I am a movie critic... I don't like sloppiness. It's okay to make mistakes but don't make that a standard or an excuse to dish out contents that insults the intelligence of your viewers.
How can you say someone died and that person resurfaced which is fine and now that ghost wanted to cross the road and had to be watching out for cars? Do they understand what being a ghost means? There are effects to this that can be used but most people just want to produce something and it's all about the money. I understand the issue with piracy but that's a global issue and still, Kunle Afolayan, despite this growing concern about piracy, is always giving out the best and to me, that's quality and should be the standard just as we have seen with Kemi Adetiba as well.
Okay... I've rented enough and this is just my view which of course is subject to being challenged as well.
How would you rate the movies and adverts in your country?
Thank you for your time.
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