I hardly watch TV. I can count how many times I sit before the TV every year.
Lately, the Russia-Ukraine War has made me a fan of Aljazeera, BBC, CNN and EuroNews. When I’m bored, I switch to other channels.
Nothing is as annoying as watching an advert that makes no sense. How do companies waste money on jingles and commercials that are not interesting?
We can recall our favourite Nigerian adverts while growing up. We knew all those jingles, songs, slogans and phone numbers by heart.
ST Soap, Gulder, Harpic, Chivita, Panadol Extra, Skye Bank, Royco Maggi, and Always Sanitary Pad gave us one of the best adverts.
Peak milk’s “Papilo, I know say one day you go make us proud” advert by Kanu Nwankwo remains a legendary advert.
How can I ever forget that Ribena advert where that guy was chased by a Cheetah?
“Milo kpa kpa, kpa kpa kpa kpa Milo!” Good old days!
Can you recall “I’m walking on sunshine oh oh” by Ovaltine and “My friend, Udeme is a great man” by Guinness?
MTN 10 years’ anniversary song was lit.
Omo Detergent gave us that funny advert by Mama Edema “When I cut am, the blood go come out, e go stain my body. When I put am for fire, the smoke go come out, e go stain my body.”
“B without BB is like a train without an engine” by Blue Band is an epic advert.
“Mama Do Good” and “To me, to me” by Indomie are classic adverts.
When Saka (Afeez Oyetoro) did “I don port o” for MTN, everyone felt the hit of that marketing campaign.
“Boom sha sha” by Mimee Noodles was an unforgettable jingle.
You may forget Galaxy TV News, NTA News and AM Express advertisement songs, but you can never forget A.I.T’s “African Independent Television…A.I.T…A.I.T…Daar Communications…Ogbonge TV…For this country…Mama, Papa o…A.I.T na good station…Sister, Brother o…A.I.T na good station.”
That advert by Baba Blue (Lemon Vicks) had a very funny end scene. “I swear, I no go do am again”
Cowbell’s Oyoyoyoyoyo awa milk is one commercial that we cannot forget in a hurry.
Dettol adverts gave us the “If I don’t take care of you, who will?” slogan.
In Ile-Ife, almost everyone knows the phone number of APEX TUTORS by heart.
Lately, Airtel has been giving us interesting adverts back-to-back. Coca-Cola and CloseUp Toothpaste are not sleeping either.
The golden rule is this;
Whether you are running a TV advert, radio jingle, social media campaign, newspaper advert or advertising on billboards and fliers, every advert should be memorable and creative.
Your advert must be able to create a lasting impression within a 30-second time slot.
Your advert should be simple and brief. Every advert must connect emotionally with your target audience.
The intended message must yield the intended result. That is, it must influence their buying decisions. This is what copywriting is all about.
Adverts are not for entertainment. If your advert is not driving massive sales, you are wasting money.
© Kingsley Ndimele
Your Reliable Consultant