KARAN BACK IN DANGOTE CEMENT's TVC!

Producers and the director of Dangote Cement’s new TV commercial, X3M Ideas, made a wise decision in their choice of Segun Remi, veteran Yoruba actor popularly called Kanran, as its hero.

The attention he is generating for the advert meant to sell the strength of the cement brand shows that although Kanran has not been very regular in movies in recent times, he is still in the hearts of many lovers of the screen.

In the producers’ bid to prove that the brand harbours more strength, yield and profitability for users, they went for the heavily-built actor, who, in the story, is initially ignorant of the strength. With this, they seem to be achieving about three things simultaneously.

First, they want to make a commercial point. Two, they want to deride competition. Three, they are exploiting comedy to attract viewers. Based on Kanran’s pedigree, his massive stature, boastful posture and oppressive voice, the cement wants to achieve invincibility as the hero eventually has to bow for it.

In the copy, Kanran, the CEO of a block factory enters, harassing his lieutenants on why business is slow compared to his rivals’. But the site manager is quick to remind him that he is the one that asked them to buy cement of an inferior quality, whose strength and texture have failed to yield the best or attract customers. The climax comes when Kanran falls flat on the floor as the block on which he is standing crashes. With this, the foreman has a fine opportunity to really advertise the brand he considers to be the best, saying, “Don’t use your money to buy wahala.”

A compact drama that says a lot, indeed, the TVC again shows the role that drama plays in business development, especially in advertising and marketing. Observers cannot, however, overlook the fact that the commercial is likely to spark some counter-copies very soon, as the competitors too are likely to fight back creativity-for-creativity.

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About Unknown

Deji Sadiq, a.k.a DEJI OF LAGOS is a LASU trained Economist turned freelance journalist, a Blogger, an information strategist, a public affairs analyst and a committed activist with a passion for equal opportunities.