Young Nigerians react to MTN’s ‘We Move’ campaign

The new TV commercial from MTN Nigeria, entitled, “We Move,” has received numerous reactions since its launch.

“We Move”, a common catchphrase Nigerians find themselves saying when they refuse to be held back by difficult situations, anxiety, rejection, heartbreak, and all other negative vibes that come with adulthood.

The new campaign has largely been described as an initiative that was intentionally put together to highlight an issue the majority of young Nigerians are faced with.

The synergy between the visual and audio production of this commercial is perhaps one of the most captivating artistic creations seen in a campaign. Without any spoken words and just a mixture of good music, expressions, and great acting, this is the most relatable TV commercial out there today.

Many Nigerian youths can relate to the storyline, which speaks of rejection, hope, tenacity, creativity, and ultimately, turning one’s passion into a venture when our dream job fails to come along as envisaged.

Nigeria has one of the world’s youngest populations with a median age of 18. This implies that a sizable number of Nigerians are either fresh graduates or still in higher institutions trying to get their lives on track and make sense out of it. The unemployment rate in the country stands at 33% which is the second-highest in the world today.

Without available jobs for a large number of graduates our universities churn out yearly, the central character discovers how he can turn his hobby into a thriving business. This campaign does a great job of projecting MTN Group’s brand strategy of progress and urges the youth to look inward and explore opportunities within their current situations to achieve success regardless of roadblocks.

With MTN’s reliable and affordable data and airtime rates, it has provided opportunity for everyone to show the world way young Nigerians can empower themselves, and of course, gain more customers. The brand has come up with several innovations, partnerships, and sponsorships to help alleviate poverty and encourage progress.

MTN’s We Move commercial has elicited some interesting reactions on social media. Samson Ayomikun praised the storyline and observed that perhaps it was time more Nigerians began to look at how they can turn their hobbies into a source of income and that it is never too late to make the shift. Some social media users got emotional while watching the commercial and Remz Marac commented, “This brought me to tears! Very brilliant, very relatable!”

Nigerians did not fail to take note of this subtle but significant issue addressed by the campaign. Many have fallen in love with this commercial because it has shifted the status quo and beliefs that women belong to the kitchen or men can’t prepare sumptuous meals. Kareem Ajala commented, “I am a man who likes to cook and it is refreshing seeing it portrayed as something that can be of economic benefit to men too.”

At the heart of most of the reactions, is an appreciation made to MTN for the commercial which now has almost a million views on YouTube. Brown Samson Dappa wrote: “This Advert was made for me, thank you MTN.” Abdul Basit described it as the best advert he has ever come across, saying, “I watch it almost every given opportunity. So inspiring. #we_move.”

The campaign further cements MTN’s position as a brand that places value on customers and connects with Nigerians by providing a platform that allows everyone to discover themselves and thrive.

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