Guinness Commercial Represents Modern Nigeria

Watching cable in Port Harcourt, I used to see this commercial often, and it still fascinates me. There are many scenes familiar to Nigerians—congested go-slows (traffic jams), the broken down bus, and the city-dwelling relative coming home to his rural family bearing gifts. The two most salient themes for me are those of urbanization and masculinity. The male breadwinner of the family moves into the city to try to make his fortune, earning the respect of his family, thus urbanization creates not only potential financial capital but social capital as well. Femi buys his younger brother a bus ticket when he sees him as “man enough” to make it in the city. The men are constructing their masculinity by through earning money. I heard that Guinness made this commercial in the Yoruba, Hausa and Igbo languages as well, possibly changing the man’s name from Femi (a Yoruba name) to a Hausa or Igbo name for the ad to have more resonance among respective ethnic groups. I think Guinness really did its marketing research with this one:

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