TVC: Etisalat goes for another brand ambassador

The television audience in Nigeria appears to be enjoying the Etisalat new television commercial produced by XTM Ideas in support of the telecom’s EasyFlex propositions. Analysts commend the campaign for sustaining the brand essence message that the brand broke in April 2012, while followers of the film industry are pleased that the commercial celebrates Nigeria’s global victory, the public is happy that it explains the value offerings of the brand in an easy to understand manner.

Many recall that in April 2012, the telecoms firm launched a highly successful brand essence campaign that showcased the appreciable values of Etisalat as being more than a mobile network, positioning it as a way of life. The campaign was supported with a four-minute sound track and music video titled ‘0809ja for life’ in addition to 60” commercials and print creatives.

Now in 2013, the company has elevated discuss in the advertising industry with another 60” television commercial featuring Nigerian born Hollywood act, Hakeem Kae-Kazim.

One of the interesting things about the commercial is the character. Born in Lagos, Nigeria on October 1, 1962, the world famous actor is an English actor who is best known for his portrayal of Georges Rutaganda in the 2004 motion picture Hotel Rwanda. He also starred as Colonel Iké Dubaku in Season 7 of the Fox television series 24 and the TV film tie-in 24: Redemption.

A global player just like Etisalat, Kae-Kazim classically trained in the UK at the highly reputed Bristol Old Vic and soon after graduation was invited to join the Royal Shakespeare Company. While playing at the National Theatre, Kae-Kazim received glowing reviews sharing the stage with critically acclaimed actors, for his performances as Edmund in ‘King Lear’ with Brian Cox, and as Tyrell in ‘Richard III’ with Ian McKellan. His transition to British TV ensued with memorable leading roles in ‘Trial and Retribution,’ ‘The Bill,’ ‘Grange Hill,’ ‘Ellington’ and the distinguished title role of ‘Julius Caesar’ for the BBC.”

After settling in South Africa, his work in film and TV gave Kae-Kazim a huge following, making him a household name and one of the country’s top celebrity actors. He is also famous in Hollywood for various roles. For Kae-Kazim, it is not all about other countries, as some of the recent films in which he featured include ‘Black Gold’ and Nigeria’s first musical ‘Inale’ directed by Jeta Amata in addition to 2012’s Black November, a film about the oil industry in Nigeria.

These are some of the salient points that connect the new commercial with the Nigerian audience, helping it to generate word of mouth, which many consider essential in making the message memorable and understandable to the public.

To drive the point home, the one-minute commercial opens with the world famous actor describing the new Etisalat Easyflex bundle in an engaging monologue complete with special sound effects and high quality imagery.

The place of visuals in communications, particularly in winning the mind-share war has elevated TV commercials, popularly known as TVC in the scheme of present day advertising. The telecoms market segment in Nigeria has been seeing many TVCs lately, but people agree that the Etisalat Easyflex 60” commercial featuring Kae-Kazim is well ahead of others. As expert aptly puts it, it is not every day that a Nigerian commercial features a Hollywood star. But the fact is: it has never happened before; this could be the first of its kind.

The creative ingenuity of the TVC has earned it thumps-up from ad practitioners. An executive director with a Lagos-based advertising agency, Benedicta Okoduwa observes that “this new TVC has elevated the discourse in professional.”

According to her, Etisalat has done well for its Easyflex offering by featuring an internationally acclaimed actor in the TVC because it comes with many advantages. “Apart from the fact that many people will be eager to connect with the actor, by featuring Kae-Kazim, the TVC becomes easily memorable,” she said.