Political campaign Ads that Nigerians want to watch on television.

It’s Election season in Nigeria and the media is going to be one of the major beneficiaries of this political exercise. The year 1993 remains the best electioneering year in Nigeria, not just because it provided the freest and fairest election in Nigeria's history but because television campaign adverts of that era provided much needed information and entertainment value to potential voters. Those of us old enough can remember the Tom Ikimi TV Ad campaign as NRC leader where he picks up a ‘mouth organ’ (roasted corn) from a street seller; we also recall that M.K.O/Kingibe Hope’93 theme song.

Courtesy: Wikipedia

Today, things have changed; the Nigerian political environment is totally heated up. The Boko Haram insurgency has not helped matters as it has further created fear and division in the Nigerian polity-elections will certainly not take place in many Local governments in North-Eastern Nigeria.

Now the question is, how do Nigerian political aspirants intend to carry out their comprehensive and impactful campaigns on the mass media without further over-heating the nation?

Several political parties and candidates have already begun to solicit the services of numerous Ad agencies and media consultants. The likely outcome of this is that most candidates are going to produce similar campaigns with lame slogans and monotonous songs.

In the United States of America, political campaigns are more intense, direct and creative. US candidates hit at each other in their media campaigns; they call out rivals and make extensive use of humour in buttressing their point and ridiculing the opposition. However, US political Ad campaigns in spite of all its creative freedom to take on opponents, there's still some high level of cordiality, control and patriotism guiding this process. Inciting comments, unpatriotic stance, use of derogatory or racially inappropriate themes are heavily frowned upon.

Nigerian politicians and their media team will do well to borrow a leaf from US electioneering campaign creativity, but again with extreme caution and patriotism. Nigerians want a candidate they can trust, a candidate they can believe in and a candidate that will put smiles on their faces when voted into office. One of the easiest ways political aspirants can put smiles on the faces of voters even before being voted in is by showing them campaign Ads that will make them laugh. Humour in political campaigns have a way of easing tensions and giving electorates a clearer frame of mind while making important decisions on who to vote for.

Theme songs and slogans are very important; theme songs that are easy to memorise yet soothing to the ears are desirable, slogans that resonate can create magic. A creative copywriter can do justice in this department.

Today, Nigeria has a very vibrant entertainment industry; this no doubt provides ready campaign resources at the disposal of savvy political aspirants. However, the culture of hiring Nigerian entertainers to merely perform at rallies or compose repetitive theme songs may not be enough. Getting entertainers to take a stand and persuade their own fans towards the direction of a particular political aspirant is key. Political candidates or their handlers should hire media consultants that can pin-point/approach certain celebrities whose persona and fan base fits into the core character or campaign promise of the aspirant(s) in question.

Branding of souvenirs is a pivotal part of electioneering campaign but perhaps it's also time politicians think out of the box in this department. Branding of T-shirts, face caps, mugs, cars and buses are common place. Now, how about something different like branded recharge cards?  I think branded recharge cards has been done already, or haven’t they? Even where aspirants decide to stick with traditional souvenirs such as T-shirts and Caps, it should not just end with picture(s) of candidate, Party logo and slogans. An effort should be made to append creative, interesting, funny or eye-catching messages on such souvenirs. Messages that can make even a political rival want to ‘rock’ or own such branded items.

Back to television, Scripting is very important; the copywriter engaged by a political aspirant should be able to create inspiring scripts that will motivate voters in other areas of their personal lives not just for the forthcoming elections. Political candidates MUST also be willing to subject themselves to crash-courses and training exercises on acting and television presentation. A great TV campaign script is useless if the politician it is meant for cannot deliver it convincingly on camera.

Hopefully, we are in for exciting times on our media space as we go into the 2015 general elections.

STANLEY C. NWABIA

Media Consultant

CEO, Firewood Media Ltd

Email: stanley.nwabia@gmail.com