A brand new television commercial (TVC) for Campari, titled ‘Unstoppable’ has been launched, in line with its recent marketing campaign to deepen the Campari brand equity and share of voice in the Nigerian market.
The new TVC has blended the essence of the beverage with the optimistic nature of the national character to create something that feels uniquely Nigerian.
According to a source from Saatchi & Saatchi, the ad agency that created the TVC, ‘Unstoppable’ offers a glimpse into the life of an inspiring and charismatic Nigerian man played by David Gyasi, star of the movie ‘The Cloud Atlas.’
“As we follow him through his work day and into the evening, he is seen enjoying Campari with friends before meeting an elegant and sensual woman, and a fellow Campari drinker, at a bar. The scene ends with the stylish and refined couple striding forward, leaving the viewer with a sense of intrigue and anticipation at things to come,” according to the source.
Explaining the rationale behind the new creative work for the brand to our reporter, Richard Black, marketing director, Campari International, and who also oversaw the creation of the new campaign, says, “We wanted to reflect the hope and positivity which characterise the Nigerian consumers, while staying true to the vibrancy and elegance of the world’s best-known aperitif.
“The Italian passion of Campari and the optimism of Nigerians are natural partners, which combine to create a sense of anticipation of things to come and a belief that anything is possible.”
Gavin Whitfield, creative director at Saatchi & Saatchi Cape Town, is a man who was saddled with the responsible to creating this masterpiece and he had this to say, “Nigeria has a diverse ethnic and cultural mix that makes the country a very complex one in terms of communication. We coupled our 15-year track record of creating communication for Nigeria altogether with in-depth research to ensure that we truly reflected the needs of our consumers and could offer them a story that they could identify with, and the resulting campaign reflects our findings – a young and outgoing population with an unshakeable optimism that is distinctively Nigerian.”
The 45 seconds unstoppable campaign has been aired in almost all the leading television stations and some pay-TV channels.