When the time comes to weigh the impacts
of actors that shaped TV commercials in 2015, it will be very difficult
not to accord Francis Odega a major place. While the likes of Saka, Mr.
Ibu and Mama Gee has also continued to exploit the sub-genre, Odega’s
role in X3M Idea-produced Etisalat’s campaign, ‘You and Me’, is so
impressive that it has continued to grab attention months after it came
on stream.
Odega is said to have made some cool
cash from the deal, but the commercial promoting Etisalat’s EasyStarter
has enriched the telecom company too. But more important is the fact
that it has sold Odega’s comic talent to millions of people, in a way
that he might never have achieved before.
Although he has been in Nollywood for
some time, he never hit it big. But tapping on social currency, X3M
sought him out when a clip of his hitherto unsung film, ‘Gerara Here’,
went viral online. That digital limelight, coupled with Odega’s masterly
delivery of the art and theme of ‘You and Me’, did the magic that
Etisalat and other stakeholders are still celebrating.
A statement from the producers
underscores the fact that a brief gives an agency the opportunity to
explore the whole wide world for prospects on how best to sell brand.
Therefore, the challenge is getting one that resonates the most.
It adds, “So, being on point, is a
virtue. It is the litmus test which differentiates a good agency from a
not-too-good one. As tedious as the work may be, sometimes it does not
take rocket science to know the commercial that resonates with the
intended target market.”
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