The first ads for the centennial began appearing on CNN last week on global news channel, CNN. The centenary ads are been handled by creative agency, DDB Lagos. Earlier,a logo been agreed for the anniversary and is been used in virtually all communication involving the centenary committee and organisations working for it.

The TVC features several children dressed in various Nigerian traditional attires ,to represent various areas of the country. Some analysts say the ad which also features the President of the country, Dr Goodluck Jonathan easily reminds one of the brand Nigeria ad campaign also on CNN pitched by former President Olusegun Obasanjo, some years ago.The message of the ad is peace and brotherliness in our diversity.

Some would argue over whether CNN was the appropriate medium to break the campaign or local TV channels such as national network, the NTA.

The argument is –who really are the ads talking to? Nigerians or the outside world?The ad campaign is however expected to start in earnest on local media channels soon.

Nigerians have been lukewarm towards plans by government to celebrate the amalgamation of the North and Southern parts of the country in 1914 by the then British colonial masters—mainly for administrative reasons.

The recent challenges facing the country has made many Nigerians question the wisdom of that decision, taken a century ago by the colonialists.

Apart from DDB Lagos which is coordinating the entire Centennial campaign, Contact Marketing Services has been given the marketing account, and has started pitching to state governments, government agencies and big business.

DDB itself is taking charge of advertising and media buying through its media arm, Capital Media.