Idowu Phillips aka Iya Rainbow,ith co-actress in an Airtel ad

By Sanya Ademiluyi , Editor
Native themes are currently boldly dominating Airtel Nigeria’s brand advertising. It was perhaps, more experimental two years ago, but the leading GSM network operator appears to be becoming more confident that local themes can creatively and effectively  communicate its advertising messages to the Nigerian public. The latest in the series of TV campaigns is the flick based on a king and his woeful rain doctor. In the flick, the rain doctor fails repeatedly to hold back the rains and the king’s occasion is ruined. Well, he goes for a better option ,which is having a better roof. Popular actor, Jide Kosoko plays the lead role of oba or king.A handful of experienced thespians are also there.
 Message- Airtel provides the better option when it comes to communication. The dramatization is excellent. Most of it was non-verbal communication, which we made clear by the dramatization of event sequences and interactions among various characters in the ad.

Previous series of ads have followed a similar creative pattern. Clear dramatization with almost non-verbal communication among actors. Makes viewers watch closely the physical interactions among the actors to have an understanding of what is going on. There was the family setting where two wives compete against each other. The psychedelic younger wife squares against the old-fashioned older wife. Its hilarious when the older wife tries to imitate the younger one, and attempts to blend vegetable leaves in an electric blender with disastrous consequences. Or when the older wife played by veteran actress, Idowu Phillips, aka Mama Rainbow, adds a pool of water and seasoning to an almost empty pot of stew which she serves to her family. Of course, her stylish younger rival would not touch it. The Airtel message arrives –don’t manage data.
The campaigns, created by ad agency, Noah’s Ark, have won several advertising awards. The agency has been on the lucrative Airtel account for over four years now.