…As A Culture, ‘We No Dey Gree For Anybody!’
If relentlessness were to be an animal or a symbol, it would be on Nigeria’s coat of arms alongside the two elegant horses which signify our strength and dignity as a people. If relentlessness had a face or a nationality, it would be Nigerian. It is a force so powerful, so unyielding, that it has become synonymous with the Nigerian spirit.
This indefatigable spirit courses through the veins of Nigerian mothers and fathers, who will move mountains for their families. It pulses within the nation’s teeming youth population; whose rallying cry is– “No gree for anybody!” –It is this unyielding relentlessness that appears to be the driving force behind the all-new Bigi Television Commercial, a celebration of the indomitable Nigerian spirit.
This indomitable essence has been powerfully bottled and celebrated in Bigi’s latest television commercial. The commercial begins with two young men, brimming with youthful energy, stride into a store and grab ice-cold bottles of Bigi’s refreshing drinks. As they emerge onto the crowded streets, one of them is stopped in his tracks, and captured by a beautiful young woman.
He sits at her table to interact with her but gets momentarily distracted trying to get the attention of the waiter to make some orders. With the distraction, the beautiful lady steals away and takes a tricycle, or ‘Keke Napep’ as we call it in Nigeria.
Now, the voice of the narrator in the background adds colour to the interesting TV commercial when it latched on a popular aphorism or saying made popular by English Indie singer-songwriter, Michael David Rosenberg known by the stage name ‘Passenger’ in his song, ‘Let her go’, when he said, “they say if you like something, then you should let it go, and it will find its way back to you…but not in Naija…” – that kind of resignation just doesn’t fly here.
What ensues is a wild, adrenaline-fueled chase through the bustling heart of Nigerian hustle. From the ubiquitous yellow Keke navigating the roads and streets of Lagos, to the pursuit of the sleek new coaches of the Lagos electric train system and her eventual escape from the train, this commercial is a high-octane love letter to the resourcefulness and relentless drive that courses through the veins of everyday Nigerians.
The chase finally comes to an end at a picture-perfect beach party scene, where the young man – Bigi Cola proudly in hand – finally catches up to his target. As he offers her a refreshing drink and they begin to dance, it’s clear this was never just about romance. No, this was symbolic of a bigger hunt – the hard-fought battle to seize one’s dreams and refuse to let go, no matter how daunting the pursuit.
“Celebrating the Fires in our bellies”
According to Biola Aransiola, the Assistant Brand Manager for Bigi, the TVC is a powerful tribute to the unique ability of Nigerians to overcome obstacles with resilience, laughter, and an unshakable self-belief, a way of “celebrating the fires in our bellies.”
“Nigerians are dreamers, yes, but they are doers above all else,” Aransiola says with evident pride. “This commercial celebrates everything that makes the Naija spirit one-of-a-kind – our hustle, our ability to laugh in the face of adversity, and our firm conviction that no dream is too audacious if you refuse to surrender.”
To understand the full depth of the message, you need only look at the real-life stories that inspired these scenes. Stories like that of Rukevwe Ophi, a young man whose hustle begins before most have even hit snooze on their alarms – waking up at 4am each morning to embark on a grueling commute from Iyana Ipaja to Lekki, chasing his dreams with a tenacity that redefines the word “relentless.”
Then there’s Adannaya Etche, who proudly pockets her first-class certificate from the prestigious University of Nigeria Nsukka. But rather than lament the lack of traditional job opportunities, her hustle takes an entrepreneurial turn as she leverages her cooking skills to build a booming Instagram food business and home delivery service.
In the northern city of Jos, you’ll find Isah Wasah, braving the cold each morning to ensure his three children receive the best education possible – a shining example of the “indefatigable clan of Nigerian mothers and fathers” who will stop at nothing to create opportunities for their families.
These are just a few of the countless, humble yet extraordinary human stories that breathe life into Bigi’s powerful new campaign.
“At the end of the day, the ad portrays much more than individual journeys,” explains Aransiola. “It shows how this undeniable ‘Naija spirit’ has a way of transcending personal experiences and rubbing off on those around it through contagious energy.”
She points to the powerful scenes of infectious laughter and the unshakable support networks buoying every hustler’s dreams, noting: “You see people get caught up and carried along by that unstoppable, ‘can-do’ attitude that permeates every Nigerian interaction. And for those who can’t fully embrace that spirit? Well, they can only throw their hands up and exclaim ‘Leave the rest for Naija!’.”
Through the #BigiForEveryMoment campaign extending far beyond the TVC, Bigi is calling on Nigerians nationwide to share their own unique stories of hustle, triumph over adversity, and how coming together with an ice-cold Bigi drink fuels their indomitable fire.
By taking a bold stance as something far greater than just another soft drink brand, Bigi has firmly woven itself into the fabric of the national spirit. Every crisp sip is a refreshing reminder of the strength, resilience, and unshakable belief that allows a nation of underdogs to continuously defy the odds.
Fittingly, Bigi’s commercial culminates with one of the most defiant and perfectly Nigerian rallying cries: “No gree for anybody!” This fiery declaration – a core ethos embraced by Nigeria’s teeming youth population – encapsulates the outright refusal to ever compromise, settle or be deterred by anyone or anything.
As the catchy slogan “Bigi for Every Moment” flashes across the screen, the message rings loud and clear. This is far more than just a beverage – it’s the refreshing fuel for an entire culture’s hustle, a crisp taste of the Nigerian dream captured in a bottle.
Bigi’s New TVC: A Masterclass That Mirrors The Nigerian Spirit
When it comes to truly resonating with the Nigerian consumer, few brands have hit the mark as squarely as Bigi with their latest television commercial. Evaluated across several key metrics, the TVC emerges as a powerful and extraordinarily effective piece of advertising.
Cultural Relevance
From the opening scenes, it’s crystal clear that Bigi did their homework in bottling the authentic essence of Nigerian culture. The use of iconic local settings like the ubiquitous “Keke Napep” tricycles and the new Lagos train immediately grounds the narrative in a familiar, hyper-relatable world. But it’s the undeniable spirit embodied by the characters that cement this ad’s cultural currency. The determination to pursue one’s passions at all costs, the laughter and unshakable support networks in the face of setbacks, the refusal to ever “gree for anybody” – these are Nigerian traits adroitly captured in a way that will resonate deeply.
Storytelling
While the core concept of a romantic chase is straightforward, Bigi’s TVC is a masterclass in nuanced, layered storytelling. From the cheeky opening twist on the “let her go” quote to the escalating, high-stakes pursuit across multiple environments, there’s a sense of high-stakes, edge-of-your-seat drama woven throughout. The choice to opt for more of a visual narrative with sparse dialogue was a wise one, allowing the expressive visuals and characters to convey the overarching message of passion and perseverance.
Production Value
In terms of sheer visual craft and execution, Bigi’s commercial is truly top-tier. The vibrant, high-contrast cinematography bursts off the screen while deft camerawork and editing sustain a breathless sense of momentum from start to finish. Even the subtler details like the catchy background music score, clever environmental staging, and art direction shine through – enhancing rather than distracting from the core story being told. For a national TV spot, the production values are of a cinematic caliber that instantly elevates the entire piece.
Emotional Impact
Powerful advertising doesn’t just engage the mind but stirs the heart and emotions of its audience. In this regard, Bigi’s TVC is an extraordinarily impactful piece of emotional storytelling that will resonate on a visceral level. From feelings of youthful romantic longing and determination giving way to shared triumph to an overarching sense of audacious belief in oneself and the Nigerian spirit – the commercial seamlessly navigates a rollercoaster of relatable emotions certain to strike a chord nationwide.
Brand Synergy
While the TVC could easily work as a standalone brand of storytelling, Bigi deserves full marks for the deft and fully integrated way its brand identity is woven throughout. From the product’s prominent physical integration to how the overarching themes of passion, perseverance, and celebration seamlessly connect to Bigi’s brand essence of fueling every Nigerian moment and dream – there’s a natural, unforced synergy that elevates the entire piece. The immensely catchy “Bigi for Every Moment” tagline is sure to become a new national mantra.
