The road was crazy. Blaring horns, Cars shuffling amidst the potholes and bumpers kissed each other with the voices emanating from the drivers drowning every form of peace that could have ever existed.
Surfing the net seemed to be the perfect distraction. Swiping through my feed, I came across the pop-up of Anthony Joshua’s TVC. A much-needed relief to the heightened tension all around me.
February 1st, 2019: It was the eve of the 2019 general elections and as of that moment, I was amongst the many who just wished to be anywhere else other than Nigeria. I was fed up and had pretty much given up on everything all around me in the country, yet there was a video with each word striking every brain nerve and seemingly fixing the wracked up puzzle pieces.
The TVC: It all began with a University of Lagos female student watching the Anthony Joshua commercial, a teenage boy watching the TVC in his father’s sitting room. The TVC morphs to fishermen throwing their net for a haul in Lagos. The commercial morphs to a not-too prosperous tailor in Aba tapping inspiration from Anthony Joshua’s message. Followed by a group of female basketballers doing the same in Port Harcourt with an iPad on the court. This is closely followed by a classroom setting in Sokoto where students gathered to watch this same message on a laptop and a young boxer also took tutorials from the world champion as well as a boss lady in Abuja.
These cities underscore the nationwide coverage of the Glo 4G which is Number 1 in the country in view of its spread and coverage like the Heavyweight Champion, Anthony Joshua (Oluwafemi Olaseni). The bricklayer turned World Heavyweight Champion in the TVC revealed the parallels between him and Glo.
Such as the ‘never-say-die’, ‘unlimited’, ‘can-do spirit’ of Globacom which undergirds and constitutes the philosophy of the telecommunications giant.
He went on to compare life challenges with boxing, saying ” You don’t stay down, you’ve got to fight. You have to dig deep to be a world champion”. Few words but with so much in-depth meaning. Trumping his Nigerianess Joshua says “there is always been a big piece of my heart as a Nigerian and I do believe that it is that piece that sets me apart. It always says to me, ‘never give up, dream big! We come from a nation of warriors and that is why I believe in Glo. We have that same tenacity, that Nigerian fighting spirit that makes us game changers! We are relentless. We don’t just face our challenges, we step into the ring to win again and again and again. If you believe in yourself, there is no limit to what you can achieve. Yeah, I used to be a bricklayer in England but now I am heavyweight champion of the world!”
Let me tell you something new: ‘Always in your corner’, the pay-off line is a boxing metaphor which symbolizes the succor boxers get from their corners where their trainers will dry their sweat with towels and offer them tips to defeat their opponents. In case you didn’t know, Glo 4G solves all data related communication challenges by allowing subscribers to breathe easy with data widely regarded as oxygen.
“Will You be voting tomorrow?”, asked the Uber Driver.
“Yes, I definitely will. You should too.” I said.
I smiled for a fire of patriotism had just been ignited just within a minute of watching the TVC.
‘When I’m up against the ropes, I don’t stay down, I get up and fight.
I am relentless, I just don’t face my challenges, I step into the ring with them’
Oh! I always win.