Hello Pepsi: ‘Blind Faith’ is a Masterclass in Advertising

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Culture and LifestyleReviews

To be honest, I haven’t quite grasped what the “sin” of the Pepsi advert was. Those who know, and have raged the most, say it demeans a just cause of really suffering people. Some 21-year old socialite is now having some kind of mental crisis about the whole thing; commiserations to her.

Cue the damaging passenger-dragging stunt pulled by an American Airline, everyone is now taking care not to fall hands in their next PR move.

With grace, step forward, MTN.

For the record, the ubiquitous yellow telecoms company is much better at their advertising than their service provision, but that’s a protest for another article. We just want to admire their latest PR move here. And, No, it’s not their ill-timed partnership with the failing Arsenal Football Club (in Donald Trump’s tone).

It’s the new commercial with Cobhams Asuquo.

Fresh from the release of his debut album, the songwriter, singer and producer continues to show that the perceived limitation of not having physical sight hinders no creative insight. And, it has to be said, at the risk of his stainless reputation, he has shared some of his genius with MTN. (If you don’t understand that he has ‘risked his reputation’ by advertising for MTN, you are on your own).

It’s a reeeally appropriate advert, one every student of content creation would do well to study and meditate on. MTN still has the largest customer base in Nigeria. With all the complaints everyone has about them, you would wonder why they still have new subscriptions. Because the newcomers’ claims of better services have largely been hot air? Likely. Because they are foreign and, therefore, more reliable? Possible.

Or, it could just be blind faith. With the exception of celebs wooed by more cash to the Green guys, many subscribers have not actually “ported” en masse. You would have to wait till the end of the commercial to hear Cobhams mention the words “blind faith”; once you do, you can’t help but have the feeling that it all makes sense.

Good adverts do not excuse the excruciating frustration of poor services. But as Pepsi and United will tell you, it really matters to know what your customers think about what you put out on TV. So, wehdone MTN.

In other related curious matters, what happened to the Dettol adverts? Anyone seen them lately?

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