Review: Brainjotter, Predator Expending Energy in the Wrong Direction
It’s the era of skits no doubt as it affords the sponsoring product or brand fairly more details and a longer time frame to tell a compelling story. These advantages most often have become some of the brands’ Achilles heal. Why some brands are getting it right by churning out fascinating creative skits that make their brands the darling of consumers, others in the name of appealing to some undefined audience and forced market leadership claims, sacrifice their brand, promises and the organisations’ corporate culture and ethics on the altar of aggressive marketing.
A new skit by Longlife uploaded November 25 and tagged “Brainjotter teaches drivers how to survive” is a case in point on the numerous misfires.
The Skit sponsored to promote the Predator Energy drink brand, is a thousand miles off Coca-Cola HBC and its Nigeria franchise operator, Nigerian Bottling Company’s (NBC) known corporate cultures and civic ethos, ditto what the Federal Road Safety Corps (#FRSC) stands for.
The drink from the stable of Coca-Cola NBC stable is actually one of the country’s popular energy drink brands and it enjoys the Coca-Cola heritage in the market. However, the skit in question betrays the enviable Coca-cola’s heritage of good corporate citizenship and culture.
Watch skit here
The skit which beautifully starts with a well-lit night aerial view of Lagos ought to be a social intervention for decent driving culture, turned out to encourage unruly behaviors and lack of respect for decent driving. It also encourages bullish attitudes on the road and lacks respect for other road users.
Without mincing words, this new Predator skit’s “3 tips for Lagos Drivers” in this 3mins 3″ material tells Nigerians and whoever cares to watch or listen to the skit from any part of the world that “You cannot be a Lagos driver and be gentle”. In other words, it infers that all drivers must drive and act like terrorists on the road!
Its second point also outrightly supports barbaric behaviour on the roads. Why should a driver indulge in begging for access when he should bid his time and patiently take his turn without causing bad blood, upset, or risk a mishap? The altercation between the bus conductor and the Predator exponent reveals the ills in these misdemeanors being encouraged by the brand.
Similarly, his third advice maintains that if a driver can shout himself hoarse, he’ll always run away with manslaughter or any criminal negligence he commits on Nigerian roads even when he is the obvious offender.
What do you make out of these closing lines by the lead cast? “All these things you need energy to do them as a driver. As for me I drink Predator. Each time I drink Predator like this, I am ready for them. I have energy”
All these give away the nation as a very lawless place with little or no respect for traffic laws and decent behaviors on our roads.
The truth is that these outlined “indecent behaviours” should as a matter of fact be discouraged or minimized if not totally eradicated on our roads. However, this is not so for the Predator marketing team. This is why the brand team approved that Predator does not only sign off the message but put its marketing and media budget behind its exposure.
One is not sure the FRSC will give a thumb up for this idea, whereas its officers are fighting tooth and nail to curb these excesses and its attendant social upheaval and carnage on our roads to drivers’ excesses.
What a sermon in lawlessness and lack of respect for other road users is Predator preaching or supporting? It is misnomer for Predator to affix its name to such a skit.
The concept reeks of a “forced yoking”! The brand is named Predator, hence, the Skit maker found it compelling to forcefully situate the brand to dominate in a most unpopular and notorious context which has been and still is a trouble spot for the people and nation in general. This unconsciously places the brand in an unholy alignment, and it is questionable!