What is fascinating about the ad is that it relies almost entirely on the  use of a troupe of traditional dancers—probably Atilogu dancers- from South East Nigeria.

Whereas, Nigerian ads especially TVC have deployed local themes and local scenery to illustrate and perhaps, authenticate’ their communication, the latest Honeywell appears to go further—relying totally on the traditional dancers alone . Typically, creative directors have created local sceneries and deployed flashes of local images, take for example, Guinness’ TVC—‘My senior brother, Femi is more than a man…’ –the language, the setting, the script is entirely Nigerian. It tells a Nigerian story.

The Honeywell Atilogu TVC  does not say much in terms of words .There is a constant vocal refrain—Honeywell Wheatmeal o o o ,Honeywell Wheatmeal hey, hey.

Therefore, the  communication of the whole ad relies on how well the viewer connects with the visual images of the dancing Atilogu and the overriding musical refrain—Honeywell Wheat meal  o o,Honeywell Wheatmeal hey,hey…

I think many creative directors would think the creative director of the Honeywell ad took a big risk by relying solely on the Atilogu dancers to sell its product. Again, the nagging retort is :’Why Not? If Western Creative directors can use images of the Beatles, Frank Sinatra, and countless other musical stars to sell their brands, it is not out of place that a Nigerian creative director can use an Atilogu troupe to sell his/her products.

Then, on the level of strategy, is it a strategic fit? The aim of the brand –Honeywell Wheatmeal is to become a mass selling food brand that is accepted all over the country. The brand’s previous advertising

Which is set in the urban area with white collar ,suit-wearing friends would connect well with middle class Nigerians. But how do you connect with Nigerians from diverse ethnic groups who live in the countryside ? That is the group that the Atilogu troupe TVC appears seeking to connect with.

The message of the Honeywell Wheatmeal TVC appears to be—‘ I am part of you, accept me.’ And with the Atilogu as a sensory bait. Good one.