By Afolabi Idowu
Unfortunately it is gradually becoming a norm for Nigerian brands to churn out insensitive advertisements during Easter celebrations, last year Sterling bank and ‘Agege’ bread came out with advertisements that are insensitive to Christian faith.
Again this year some brands followed suit, popular among them is Peak Milk with its ‘bruised Peak Milk’ Easter advertisement, though was conceptually brilliant with top notch rendition but very poor understanding of audience appreciation.
It was largely rejected by the audience especially the Christians in Nigeria, Christian Association of Nigeria vehemently condemned the creative and declared it totally unacceptable to the Christian population.
The General Secretary of CAN, Barrister Joseph Daramola, warned the company to retract the advert, tender an apology to Christians or face legal action and boycott of their products by Christians.
“We find this advert to be insensitive, offensive, and totally unacceptable. Good Friday is a solemn day for Christians all over the world, a day we commemorate the death of our Lord and Saviour Jesus Christ, who was crucified on the cross for our sins. It is not a day to be used for crass commercial purposes,” he said.
Subsequently and smartly, in a swift reaction, the management of FrieslandCampina WAMCO Nigeria Plc, manufacturers of Peak Milk, apologised to the Christian Association of Nigeria, CAN, for using the crucifixion of Jesus Christ as a metaphor to promote their product on Good Friday, the company confirmed that the social media’ advertisement has been withdrawn.
While acknowledging the sensitivity of the social media post “considering the sobriety of the season,” the organisation said it was neither intended to make light of the significance of the season nor to inordinately exploit the unmatched sacrifice of Jesus Christ.”
The Executive Director of FrieslandCampina WAMCO Nigeria Plc (Corporate Affairs), Ore Famurewa, expressed remorse in a letter to the President of CAN, Archbishop Daniel Okoh dated April 10, 2023, titled, “Apology for the Good Friday social media post by the Peak Brand.”
Critical rule in communication is knowing your audience, according to a marketing communications expert, Mr. Wale Bakare, “The Agency that came up with this ad failed to observe that simple, and probably most important, rule.
“Nigerians mostly have a linear appreciation of creativity. That is why some comedians and skit makers have such a large following while churning out the most pedestrian content. But they make people happy. Nigerians are very ‘visually religious’ and if they cannot appreciate the subliminal message you are trying to send across, all they see is that you are comparing their Lord and Saviour to a dented tin of Peak milk. And they will resist that.”
“My advice to creative Agencies: stop using your peers for focal groups. If you cannot test the idea widely, err on the side of caution.
“My advice to industries: learn lessons from past misadventures and stop trying to be cute with religious ads. ‘It doesn’t worth it’. Stick with the old and reliable: ‘We rejoice with our Christian brethren on this auspicious occasion’, stick on an image of the cross or a stone in front of a cave, and everyone is happy” he posited.
Former Managing Director, Anambra Broadcasting Corporation ABC, Dr. Uche Nworah, lamented the way Nigerian brands have been sacrificing common sense at the altar of strange creativity. “In advertising practice, advertising copies are meant to be ‘copy tested’, including the creatives. This is to check for meaning, understanding, cultural and other sensitivities. I doubt if this is done these days, especially in this age of Artificial Intelligence (AI). Maybe such advertising copies are machine – generated for the lazy advertising agencies and their brands, who knows? Dr. Nworah asked.
Again, in its usual way, the Advertising Regulation Council of Nigeria, ARCON, warned violators of advertising laws to desist from further action even as those behind the ‘offensive’ online Easter celebration advertisement without prior approval are said to face appropriate action.
According to a statement by the Advertising regulatory body immediately after the Easter festive period, ARCON noted with concern the series of advertisements exposed during the recent Easter celebration by advertisers, media owners and advertising agencies.
The statement signed by the DG of ARCON, Dr. Lekan Fadolapo stated that, a number of advertisements were observed during the Easter celebration by the Council to be unpleasant and demeaning to the Christian faith, and “in due time the council will take necessary actions to ensure that the rights, sensitivities and religious beliefs of any sect, or group of people are not ridiculed, disparaged, or exploited for commercial gains or otherwise.”
ARCON however warned advertisers, advertisement agencies and the media/media owners to desist from exposing any form of advertisement without obtaining the prior approval of the Advertising Standards Panel, ASP.