Glo from inception of the brand into the Nigerian never left anyone in doubt about its zeal and support for football, a passion point it rightly shares with hundreds of millions of Nigerians nay Africans and the world in general, the Glo World Cup ad in review further testifies.

The brand has deployed tonnes of money in football sponsorships nationally and at the continental level.  The World Cup holds a great opportunity for companies with such pedigree, to tap into this wonderful and effective passion point, by harnessing opportunities to be on the same page with its growing subscribers and the global audience.

As  expected, African brands started on sound footing as five countries including Nigeria represented the continent at the FIFA 2018 World Cup. This raises marketers’ hope to explore opportunities as the competition progresses. Unfortunately, none of these national teams survived the group stage.

The onus, therefore rests on agencies to come up with creative strategies and executions capable of giving strong voice to brands of African descent, in tourney in which their representatives, failed to survive the first stage.  It’s beyond a “Support the National team… or Support Africa Rep” campaign. It has to be exploratory, revolutionary and challenging.

In this case, the brand owner, Glo and its agency challenged, still ensured that the African voice continued to sound loud and clear in the ears and hearts of football lovers courtesy of a far reaching materials flighted by the brand.

The commercial tagged “African Legends” by Glo, otherwise known as the “grand master of data”, is hinged on some real heroic deeds of Africans – sports, culture and more. The concept is bound to make lasting impression during and after the world Cup.

The biggest and arguably the loudest 2018 World Cup focused African Ad from Nigeria, African Legends, is unprecedented in driving passion for African football without a single African team in the game.

The advert depicts the dexterity of Africans in a number of positive deeds, the heroic nature of Africans, the legends, the stars and greatness embedded in Africans.

The casts, the setting, the music, wardrobe, props, all are creatively synchronized in the 60” seconds TVC to create what could be described as ‘Black Panther’ of TV Commercial.

The other name for the TV commercial would have been, the irrepressible “African spirit”, it opened with the traditional Moroccan music and prop and people dancing, in procession to celebrate their king. The clips transition to Ghana with her proud black stars displayed in subtle arrogance, the effect is pride and shared accomplishments.

Tunisia brought glitz and glamour to add colour to the 1 minute commercial, heroes were celebrated with euphoria through the bonfire and show of African strengths and power. Senegalese flavour added a pep through unqiue African wrestling and dance that aroused cheers and jubilation.  All these depicted the greatness in Africa culture.  Nigeria joined in the euphoria with her luxurious green-white-green colours with the horse ready for action.

All these were laden with the power of football, as the most potent unifying factor for Nigerians, nay Africans. Stars and football legends across the different countries were featured not their traditional playing gears but in paraphernalia that spring surprise, and arouse a smile.

Sunday Ogunniyi, A lecturer in communications and football buff says the commercial very well resonates and confirms the obvious that Glo is the biggest supporter of African football. Whilst it may seem the display of power and culture was taking too much of the one minute, the agency maximised the opportunity as it brought its star casts to nail the message.

Check the African legendary footballers in blazers, fully suited doing their thing to achieve the desire “goal”. This includes Daniel Amokachi aka The Bull; former Ghanaian defender, Samuel Osei Kuffour;  Tunisian, Radhi Jaïdi; former Senegalese forward, El Hadji Diouf and former Moroccan football star, Mustapha Hadji. A case of “legends never leave the game” to celebrate the African spirit.

Africa may not have participated in the 2018 World Cup as much as we would have wanted, but we have our legends and it is possible for us to live up to this aspirational status again, I think this is one of the points of the ad.

This ad is big and loud, although, snobbish at the onset, you would never have known where its leading, the surprise element! Glo managed to make made us to realise through the campaign that celebrating our heroes and legends can add value to our psyche. As they are commemorated in the right way, it restores hope, inspires the youngsters to be better and desire to make it to the global stage.

Amidst all these, commercial forms the bulwark that once again presents the brand as the largest data network in Nigeria via its call to action for subscribers and prospects to “experience the legendary game with Glo data unmatched” as legends never leave the game.

The commercial from concept to finish was handled by X3M Ideas along with the Glo brand team.  Making a comment on the work, CEO/Chief Creativity Officer of the agency, Steve Babaeko comment on the campaign reluctantly said: “The Chairman (referring to the boss at Glo, Otunba Mike Adenuga) challenged us that he wanted the best ad, and we strived to do just that. The campaign is designed to build on Glo pedigree as the biggest supporter of football on the continent”

It will be recalled that the award winning agency which came on the business only recently, is fast building a record of laudable impact on the brand.  The creative agency’s materials for Glo won three awards the brand at the last African Cristal in Marrakech, Morocco. The brand according NCC, the telecommunications industry regulatory body, has also moved to the No 2 position in nation’s subscribers’ base table. Kudos to the Glo and its agency!