Africa Is a Country

Guinness for the people

Africa Is a Country Podcast
African Five-a-Side Podcast

Guinness for the people

By
Sean Jacobs

Beer company Guinness’s new commercial “The Ticket,” made for its huge Nigerian market and first unveiled in early January this year, used local actors and crew, has Hausa, Igbo and Yoruba versions (the first time Guinness made ads in local languages), and contains a realistic storyline: A loyal brother who makes sure he doesn’t forget his small town and his mum, despite his new found city ways. And a moral lesson: “A boy dreams, but a man does.” Familiar tropes about work, beer and masculinity. Locals are praising the ad for its high production values, multi-lingualism and boost to Nigeria’s ad industry. But the ad also achieves something else the marketers probably did not set out to do with its part aspirational story highlighting Nigeria’s “can do spirit” (that’s the producers’ words): it dramatizes the transport struggles of Nigerians that are now at the heart of the #OccupyNigeria movement. Guinness for the people.

* Of course brands have always been quick to jump all over the aspirations of political movements–Star Beer in Nigeria of course, as Sophia has illustrated for Egypt, and I know very well for South Africa. BTW, no more Michael Power?

Further Reading

Leapfrogging literacy?

In outsourcing the act of writing to machines trained on Western language and thought, we risk reinforcing the very hierarchies that decolonization sought to undo.

Repoliticizing a generation

Thirty-eight years after Thomas Sankara’s assassination, the struggle for justice and self-determination endures—from stalled archives and unfulfilled verdicts to new calls for pan-African renewal and a 21st-century anti-imperialist front.

Drip is temporary

The apparel brand Drip was meant to prove that South Africa’s townships could inspire global style. Instead, it revealed how easily black success stories are consumed and undone by the contradictions of neoliberal aspiration.

Energy for whom?

Behind the fanfare of the Africa Climate Summit, the East African Crude Oil Pipeline shows how neocolonial extraction still drives Africa’s energy future.