--
Can the Super Bowl ads advance Nigeria s pursuit for creativity? --
Tue, 24 Feb 2015 14:35
--
Chizobam Ekwerike of Tequila Nigeria examines the recent Super Bowl adverts and discusses how they can influence Nigeria s quest for creativity. He believes that African agencies should be asking themselves: Is this campaign I m breaking my head over really Super Bowl-worthy ?
Below Chizobam goes through the various schools of thought on the cause of this lack of Super Bowl-worthy adverts:
The conclusion of the 2015 Super Bowl sparked a spirited conversation amongst my colleagues. Being ad people, we of course, talked about the best and worst adverts. We were in awe of the interesting and eclectic commercials that ran at the biggest football game in America viewed by over 100 million spectators.
The Always #LikeAGirl advert got us - better than Katy Perry s performance did. Again, that single advert reiterated the fact that there is something greater than outright selling of a product in a commercial. We could relate to that advert on so many levels. A lot of the commercials shown at the 2015 Super Bowl appealed to consumers emotions. With the right amount of humour, they were crafted in a manner that would resonate with a lot of viewers.
The lesson: If my advert is going to appear on the Super Bowl, I want to do something Super Bowl-worthy . But why should this not be an ambition that exists in everything we do, for every client we work on? Every day we should be asking ourselves is this campaign I m breaking my head over really Super Bowl-worthy ?
Unfortunately, we don t think this way. But what exactly is holding us back?
There are various schools of thought on the cause of this dearth of Super Bowl- worthy adverts in my part of the world. They range from the perceived high cost of sending an entry, to our clients culture of culling cutting-edge, creative work to the fact that Nigeria is indeed a difficult and unique market with censorship boards that live in another age, to some agencies sheer unwillingness to invest in the growth of their people.
Even though the demons to conquer are plenty and even though we may not have the luxury of working with clients who are bold and daring like our international peers do, the truth is, we have the ability and capacity to berth Super Bowl-worthy adverts and make our mark on the global creative map. I know this because we take our jobs seriously and the quality of work developed and sent in at our local award festivals keep getting better.
We will persist. We will continue to fight the creative battle with our clients and hope they appreciate great work simple, original and globally relevant enough to compete with the rest of the world at the highly exalted Cannes Festival. Nothing in this world takes the place of persistence. Hopefully this year, our voice will sound stronger, louder and we ll raise our glasses to the plethora of awards that will be won by Nigerian Creative Agencies.
Related Articles
Camera car system used to capture Lexus spotFilmotechnic USA, developers of camera car systems and technologies, was called upon to help capture the smallest of cars for a spot titled RC Illusion for Lexus and agency Team One Advertising...
Read more...
EVS to provide 4K zooming and key live production capabilities for FOX Sports Super Bowl 2014 broadcast EVS is being utilised by FOX Sports for live production equipment for its broadcast of NFL Super Bowl XLVIII in the US...
Read more...
Monitoring Super Bowl actionApantac Tahoma multiviewers were chosen to visually monitor incoming and outgoing Super Bowl SLVII feeds that were routed through the Hurst USA Inc. Mini Pearl broadcast...
Read more...
DTH markets to converge with OTT servicesIn its Global Direct-to-Home Markets 4th Edition report, Northern Sky Research (NSR) points out that over the top (OTT) TV services are coming to direct to home (DTH) TV markets around the world.
Read more...
-- --
-- --
-- Please enable JavaScript to view the comments powered by Disqus. comments powered by Disqus
Most recent headlines
04/08/2024
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet, a leading technology and service provider for media-rich organizations, a...
20/05/2024
A pair of stalwart members of the Capitol Broadcasting's dream team have been getting the company's two Coastal Plain League teams ready to launch their...
19/05/2024
Missed any of our product coverage during your busy week? The TV Tech weekly product and services news wrap-up provides links to all of our coverage from May 13...
19/05/2024
LeVar Burton will host the new game show Trivial Pursuit on The CW, while Raven-Symon will host Scrabble....
19/05/2024
President Joe Biden and former President Donald Trump have agreed to debates, set for June 27 on CNN and September 10 on ABC....
19/05/2024
Young Sheldon signs off after seven seasons on CBS, when the series finale airs Thursday, May 18. Jim Parsons and Mayim Bialik reprise their roles as Sheldon Co...
18/05/2024
PORTSMOUTH, N.H. Bundling is back in a big way, with all the major streaming companies and many pay TV operators exploring ways to simplify the consumer experie...
18/05/2024
WASHINGTON, D.C. Federal Communications Commission Chairwoman Jessica Rosenworcel has announced a tentative agenda for the June Open Commission Meeting schedule...
18/05/2024
Matthews Studio Equipment has introduced Grip Rail, which the company said offers a better way to mount equipment on location, in the studio, or on the fly....
18/05/2024
In a notable development in the industry-wide effort to address privacy concerns while improving efficacy of marketing efforts in a cookieless ad landscape, IAB...
18/05/2024
Missed any of our product coverage during your busy week? The TV Tech weekly product and services news wrap-up provides links to all of our coverage from May 13...
18/05/2024
DHD Elevates the Art of Podcast Production
Brie Clayton May 17, 2024
0 Comments
Hero image: the DHD DX2 base and expansion modules
Latest-generation ...
17/05/2024
Aerojet Rocketdyne has worked to modernize facilities at its Camden, Arkansas, l...
17/05/2024
The FCC has issued a Notice of Proposed Rulemaking (NPRM) that would revise rules governing low power TV stations (LPTV) in a number of areas, including online ...
17/05/2024
Demystifying Post-Production: Introducing Cinema 4D Particles Week 4
Brie Clayton May 17, 2024
0 Comments
With the spring release of Maxon One, we&#...
17/05/2024
Takashi Yamazaki Film Godzilla Minus One Graded with DaVinci Resolve Studio
Brie Clayton May 17, 2024
0 Comments
Hero image credit: 2023 TOHO CO., LT...
17/05/2024
Sterling Event Group Streamlines Live Event Productions with AJA
Brie Clayton May 17, 2024
0 Comments
Live event productions only happen once, which ...
17/05/2024
Muster Ngobi, product manager at LYNX Technik tells TVBEurope how the ever-evolving media industry provides a truly dynamic working environment
By Matthew Corr...
17/05/2024
NEW YORK As declines in linear TV viewing make the ongoing popularity of live sports, particularly football, central to financial success of the TV industry, th...
17/05/2024
During Netflixs second Upfront presentation to advertisers, Amy Reinhard, Netflix's president of advertising, walked advertisers through the continued growt...
17/05/2024
CINCINNATI The E.W. Scripps Company has added to its leadership team for news by promoting Jeff Kiernan a veteran journalist and general manager of Scripps'...
17/05/2024
Top executives from Disney, Fox and Warner Bros. Discovery have consistently insisted that their joint venture to launch the Venu Sports streaming bundle in the...
17/05/2024
ESPN has announced that its coverage of Caitlin Clark's WNBA debut in the Indiana Fever versus the Connecticut Sun season opener was the most-watched WNBA g...
17/05/2024
ATEM Mini Extreme ISO switcher and Blackmagic Pocket Cinema Camera 4K
Brie Clayton May 16, 2024
0 Comments
Blackmagic Design announced today that Yoic...
17/05/2024
Pixomondo's Virtual Production Academy Expands with Programs at Sony PCL, Vo...
17/05/2024
The Warner Bros. Discovery upfront presentation took place Wednesday, May 15 at ...
17/05/2024
Season 25 of The Voice wraps on NBC Tuesday, May 21, with performances from The Black Keys, Jelly Roll, Kate Hudson, Lainey Wilson, Muni Long, Thomas Rhett and ...
17/05/2024
New CNN CEO Mark Thompson spelled out his plan for the struggling news network d...
17/05/2024
Netflix, a newcomer to the advertising business, said it plans to launch an in-house advertising technology platform....
17/05/2024
Netflix shared some programming projects at an upfront presentation in New York. Those include the basketball-themed comedy series Running Point, a Mindy Kaling...
17/05/2024
Plex is offering movie and music collectors a 20% discount off its Lifetime Plex Pass as part of its Geek Week sale....
17/05/2024
Giant media buyer GroupM said it named Toby Jenner as global president, Group M Clients, a new position at the company....
17/05/2024
Smaller advertisers are increasingly buying connected TV programmatically, according to a new report from FreeWheel, Comcast's ad-tech unit....
17/05/2024
TCLtvPlus, the streaming app on smart TVs made by TCL, has added live linear channel from music-video programmer Vevo....
17/05/2024
StackAdapt said it made a deal to integrate data from Samba TV into its programmatic advertising platform....
17/05/2024
Tonight on Skeem Saam: Lehasa gets a rude awakening when Kgosi blackmails himDon't miss Friday, 17 May's riveting episode of South African soapie Skeem ...
17/05/2024
Tonight on House of Zwide: Dorothy is blown away by Ona's sketches for her w...
17/05/2024
Tonight on Scandal: Dintle has a visit from her past that leaves her very unsett...
17/05/2024
WO Traffic provides a solid foundation from which stations can manage, execute, and scale end-to-end ad trafficking and sales, both today and into the future. W...
17/05/2024
Broadcast Innovation in India: How AI and Automated Production Helps Smaller Spo...
17/05/2024
SVG Sports Cloud Production Forum Gives Refresher Course on Cloud-Based Tools, E...
17/05/2024
WNBA Tip-Off 2024: Scripps Sports Constructs New Studio for Second Season of WNB...
17/05/2024
SVG College Summit 2024: Auburn's War Eagle Productions Breaks Down How They...
17/05/2024
Back to All News
Netflix & Shondaland Announce the Song List and Soundtrack for...
17/05/2024
Skeem Saam: Thursday's episode, 16 May 2024 [video]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African soa...
17/05/2024
Prison Journalism: Letter to my mothersThabo Mthembu was incarcerated in Pollsmoor Prison from 2014 to 2019. Read Thabo's story
by Thabo Mthembu
17-05-20...
17/05/2024
Paul McCartney becomes UK's first billionaire musicianMusic icon Paul McCartney has become the UK's first billionaire musician, according to the Sunday ...
17/05/2024
Tonight on Smoke and Mirrors: Sakhile advises Tiny against sabotaging PetuniaDon't miss Friday, 17 May's riveting episode of South African soapie Smoke ...
17/05/2024
RT has today announced that Operation Transformation (OT) is to end after 17 seasons. As series come to an end each year, RT undertakes an editorial review to...
-- 
