NIGERIA – Although Globacom has been known for innovations in the nation’s telecoms industry, creative product development and empowerment, one area where the network has clearly distinguished itself is the production of incisive and delightful television commercials (TVCs).
From the recent drama-styled commercials involving Nollywood divas, Patience ‘Mama G’ Ozokwor and Sola Sobowale, aka Toyin Tomato, Globacom has launched a new set of TVCs covering sports, entertainment, Yuletide celebration and others which have been trending online and across the television screens across the country.
Nigerian television viewers, especially sports fans have been agog with excitement, seeing inspirational messages from football and boxing stars encouraging them to be determined to excel and generally teaching them how to forge ahead in life. There was also the Feliz Navidad commercial which was a timely intervention needed to lift the spirit of the people during the Christmas amidst Covid-19 pandemic.
From Heart of a Champion, Life is Football to Christmas Dream and Proud Supporter of the Best Supporters in the World, the breath-taking commercials resonated with the passion of the people, sensitising them and serving as the tonic required to motivate them towards greater heights.
The Life is football commercial encapsulates the evolution of young footballers from infancy to professionalism, with Glo ambassador and Manchester United forward Odion Ighalo taking the youngsters through the rudiments of modern Football.
With the emphasis on how to become a successful footballer, Ighalo took them round the process leading to scoring goals, which determines the winner in football games. Synchronizing field works with motivational statements, he started with “In this earth, we grow champions, in this earth, greatness takes root”, leading to “here talent flourishes, passion ignites and here dreams come alive”. Next is “We know football and life, they are the same”. He then moved to the technicality of the game saying “you get the ball, you run with the ball, people try to take the ball from you, you don’t let them” before adding, “Keep your eyes on the ball, don’t lose sight of the goal and when it’s time, take the shot”“which incidentally showed him scoring a bicycle kick goal to the delight of the youngsters. He then rounds off saying, “Life is football, you must take your shot” to conclude the session in which he aptly compared life and football, emphasizing the need to be proactive and focused.
In the same vein, Heart of a champion commercial was released by Globacom shortly before World champion, Anthony Joshua, locked horns with Kubrat Pulev in a four-belt contest. Globacom did not only inspire the people, it successfully motivated Joshua to victory, winning via a 9th round knockout.
In the commercial, Nigerian popular record producer and Glo ambassador, Don Jazzy, playing music at the background was seen motivating the world Champion towards the next fight, while messages like “Champions go the distance and they go further” and ‘I was born hungry for success, it’s the Nigerian way’ from Joshua clearly demonstrated his determination to excel and the ‘never-say-die’ spirit which Nigerians are known for.
Moving to the entertainment side of life, Glo also launched Christmas Dream (Feliz Navidad), a unique celebration of Yuletide. The commercial opened with a youngster fixing his hat, followed by a swagalicious movement through which his shoes produced fast-paced sounds, leading him spontaneously to the main stage.
He was joined simultaneously by other artistes who were already dressed in different colourful costumes and together they lit up the stage dancing and singing collectively “I wanna wish you a merry Christmas”.
The youngster led them in different segments, sliding and gliding, and with a trumpeter performing by their side on a Glo Cafe stage. It became a carnival of sort.
The performance was rounded off with confetti and the youngster picking a message on his palm which read, “May all your dreams come through this Christmas”
Next is proud supporter of the best supporters in the world, also featuring Odion Ighalo. It kicked off with a young footballer putting on his green jersey with Ighalo and number 9 conspicuously branded at the back. He then picked the ball and kicked it out on to the street, running. He was joined immediately by other waiting youngsters and together they moved from the street to open field where others joined them.
Again they moved on, distracting drivers in traffic before crossing to walkways and later gyms as well as eateries. They were surprised by the response of an elderly caterer who delightfully headed the ball that was kicked into her eatery back to the boys.
From there, they walked the ball past a mechanic workshop, with more youngsters joining the crowd and moving in fast pace, they finally landed at the stadium where, on settling down, a large screen showing their hero, Odion Ighalo, smiling, came up to the delight of the youngsters who all responded with a round of applause.
The commercial which ended with the youngsters still celebrating inside the stadium goes to show the company’s commitment to the round leather game and the passion of the supporters.
From delightful calling experience on its network to techy and top-rated commercials, sponsorships, empowerments and social philanthropy, Globacom has done truly well over the years, thus living up to the promise of its strap line: Unlimited.