How Ambode engenders belief in Lagos with campaign theme song

It is often said that little things matter. In life, people base important decisions on what they consider important and this can be as intangible as emotions.

This is part of why marketing employs advertising and promotion, and rides on the crest of superior packaging to great effect.

Successful marketers understand that a product is developed into a brand through a professional process that endears the product to loyal consumers and enables it to connect with prospects. Not surprisingly, this applies to product as well as personality brands.

With the 2015 general elections at hand, the people are beginning to find it increasingly difficult to differentiate between the noise in the political space and the truth, as each politician or political group vies to shout the loudest in the bid to get the most attention.

While the this happening, the gubernatorial flag-bearer for the All Progressives Congress (APC) in Lagos State, Akinwunmi Ambode, has shown himself a cut above the rabble, keeping the discussions cerebral and cause oriented. This is evident in recent radio and television commercials released by his campaign organisation.

In the commercial, Ambode rallies people of all walks of life to believe in Lagos as the place where each person can play a part and fulfill potentials. Boasting an intimidating cast of leading actists, youths, professionals, traders and artisans the commercial takes the word ‘believe’ to a whole new level.

Showcasing leaders of tomorrow, professionals, artisans, parents, leading artists, traders, key opinion formers from diverse ethnic backgrounds expressing their belief in Lagos for various reasons, the candidate merely agrees with them. His words, ‘I believe together we can build the Lagos of our dreams.’

Displaying himself as a core democrat, Ambode rallies the people, singing, ‘I believe in the power of you and I. I believe together, we’ll fly. I believe in the power that comes from a world brought together as one.’

In an emotive connect with the youth, particularly the students, the television commercial opens with an undergraduate focused on achieving potentials through academic success. In voicing her belief that this is possible in Lagos, she sings, ‘there comes a moment when my heart must choose on this great path I’ve chosen. Like a house that is a home. Sometimes I feel like it’s not enough and I know that we can’t give up. You’ve willed me to be all I can be. Now nothing can stop me.’

Focusing on the coming elections, and encouraging the people to use their votes wisely, the young lady sings: ‘this is the moment we have dreamed of all our lives.’ She swiftly focuses on fellow youths with the lyrics: ‘We’ll be the change we wish from others; we’ll stand tall for what is right. And in my heart, there’ll be no doubt. The arms of the world will come reaching out; an embrace me to be all I can be! Now nothing can stop me!’

With this powerful delivery, she thumb prints her belief signing on with ‘I believe Lagos is the place, where I can achieve my full potential’ and is quickly joined by a professional, who also sings ‘I believe Lagos gives me the best opportunities.’

The commercial has the message that Lagos is a city where dreams are made, as they are joined by an upcoming guitar clutching musician who jumps-off a tricycle with a rhythmic declaration, ‘I believe Lagos gives me a stage to conquer the world.’

Traders and artisans take turns to express belief in the fact that Lagos is the city-State that each person can attain full potentials without let or hindrance. Driving home the message of continuity intelligently, the commercial harps on belief in youth development. There is a strong statement on the cosmopolitan nature of Lagos, which Ambode promises to strengthen if elected governor of Lagos, the commercial shows an Igbo man saying ‘Nna men! I believe Lagos is a place where you can come from your village and make it big!’ His Hausa brother choruses ‘Walai, I believe Lagos is a place where you can do your business and practice your religion with peace of mind.’

Celebrities took their turns to express belief in their special areas ranging from arts, entertainment, youth empowerment, guarantee for children’s future, qualitative education, peaceful coexistence and individual aspirations. Banky W sums it in these words ‘I believe ain’t no party like the Lagos party. Turn up!’

The commercial peters out with a strong message that sees all the actors voting with the professional delivering a verdict ‘I believe it is the difference in all of us that makes Lagos such a great place.’ Ambode emerges calling on all of them to join him in building the Lagos of our dreams, saying ‘I believe together, we can build the Lagos of our dreams!