British-Nigerian Heavyweight champion, Anthony Joshua recently visited a few countries in Africa and naturally, a lot of brands latched onto the sports star for one thing or the other.
The way Africans are quick to embrace foreign people and things *eyes rolling*
One of such brands to latch onto the sports star is telecommunications giant, Globacom.
They did not only make him their brand ambassador, but also created an ad entirely about him and his love for Glo.
In the ad, the boxing icon in a message, endorsed Globacom as a brand that personifies the values he holds dear, such as tenacity, unequaled reach and speed.
At the end of the ad, Joshua, in an attempt to “sound Nigerian,” said “Naija I hail o”.
Watch the video below:
While some believe the ad is lovely and carries weight, others think it may be a desperate attempt by Globacom to appeal to its users as an internationally recognised brand.
While the gesture itself seems harmless, it does beg the question, was this really necessary?
First of all, Anthony Joshua obviously does not use Glo… he lives in the UK, so even though Glo network may be great for roaming there, it is still a Nigerian-based brand and has most of its target market right here in Nigeria.
Furthermore, even if the brand wanted to go international, why not just free the champ and let him be more natural?
Afterall, the advert was in English, so was that last bit where he said “Naija I hail o” really necessary?
That seemed to kinda mess up the ad for me, because he clearly cannot speak English.
In any case, how does boxing relate to phone calling, text messaging or any of the other services that Globacom offers? Yes, the brand was positioned to have strong values, but if you are appealing to your users, we just really want to know that your product works.
The script seemed quite rushed and last minute, since they probably quickly contacted him for the endorsement during his visit to Africa (This is not confirmed though). It was inspiring, but not really product-promotional.
Globacom has had a bunch of real, Nigerian-themed advertisements lately that have appealed greatly to their audience and sticking with that direction would have been just fine. Well, generally, the ad was alright. Nice ad. Just not really necessary.
What do you think?