Creative advertising Vs Product credibility as “Saka ports”

By Niran Adedokun


I might be treading on rather controversial paths this week, but then I think that is only part of life? Controversy does provide some spice and I think one should get worried when people agree with one all of the time. So let us try our hands on something that might be controversial this week.
As much as I do not like the seeming opportunism of the Saka “don port o” television commercial recently released by MTN Nigeria, I am thrilled by the refreshing creativity which it presents. I will explain myself.
Advertising by its very nature thrives on the “creative”. Any advertising agency that appears deficient on this crucial front has not started the business. All over the world, advertising agencies have creative departments, which are run by creative directors, who lead or direct a bunch of creative talents to produce a creative approach to every single brief.  Brands and product owners are therefore in search of the “creative” each time they approach an agency.  So, agencies always go the extra mile to produce the most creative concepts for their clients.
So what does it mean for something or someone to be creative? The dictionary simply defines the word creative as something original, innovative, inspired, inventive, imaginative or new. That is what advertising strives to do, invent something new for every product at every opportunity. Advertising seldom considers the use of an old concept or idea in a fresh, different or new manner. At times, that would not appear “creative” enough in the world of advertising and this is what I find interesting in the new MTN TVC.
There is really nothing new about the Saka characterisation. We have seen him promoting the Etisalat brand for so long that he was already becoming synonymous with that brand. Then just out of the blue, MTN pulls the rug off the feet of its competitors, swinging this brand ambassador to its own side by employing the art of performance.
The most impressive thing about the TVC is the symbolism of Saka’s “porting” at a time when the Nigerian Communication Commission(NCC) decided to move the telecoms industry in the country forward with the introduction of mobile number portability, a stage in the telecommunication industry which allows customers to move from one service provider to another without losing their numbers. For whatever it is worth, this symbolic move by Saka is supposed to encourage Etisalat loyalists to “port” along with the former Etisalat ambassador.
Creators of this TVC made the best of Hafiz Oyetoro’s (Saka) theatrical prowess in driving the message home. They employed comedy, suspense, music, dance and even audience participation in the 46 second TVC. I just cannot get over the dramatic and entertainment value of this commercial but I think that is where it ends.
Oh, please forgive me, that is not where it ends, MTN also employed the shock effect to their advantage. The company’s TVC broke immediately after the launch and that was so swift. You actually could say MTN launched number portability for the NCC as major national dailies feasted on the advert on Monday morning, hours before the formal launch!. Now, I can imagine the other companies scampering all over in embarrassment. It is just a shame that not every operator was prepared to state their cases, to court the loyalty of their customers and the patronage of those loyal to other brands. I wonder if that is indicative of the usual tendency to take consumers for granted in our country.
In taking people for granted however, brands run the risk of doing themselves in. I do not know the details of the deal between Etisalat and Saka but it is obvious that the former Etisalat Ambassador‘s “porting” resulted from some real juicy offer from MTN.  It raises questions about how “Saka” was treated by Etisalat and the type of contract that existed between the two parties; these are issues that every brand strategist need to tackle with some measure of seriousness as any lapse may negatively affect the perception of their brand.
I wonder however if advertising, no matter how creative or otherwise really sells products. My take is NO. I think brands miss it really big when they tend to invest in the creativity of advertising while downplaying the functionality of their products. I would think that the essence of brand building is the creation of the perception that a brand has something refreshing to offer its customers rather than just creative advertising.
With the launch of mobile number portability in Nigeria, the NCC has finally given the consumer the opportunity to be king and I do not see how advertising would help any brand which does not bring some value and credibility into its products.
This is why in spite of the “award winning” TVC, MTN, like all its competitors must go back to the drawing board and build some credibility into their products, as that would be the only factor which may compel customers to stick with one network or the other, not whether Saka ports or not. Or what do you say?