AfricaIs aCountry

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

The people want to breathe

In Tunisia’s coastal city of Gabès, residents live in the shadow of the phosphate industry. As pollution deepens and repression returns, a new generation revives the struggle for life itself.

After Paul Biya

Cameroon’s president has ruled for over four decades by silence and survival. Now, with dynastic succession looming and no clear exit strategy, the country teeters between inertia and implosion.

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.

The king of Kinshasa

Across five decades, Chéri Samba has chronicled the politics and poetry of everyday Congolese life, insisting that art belongs to the people who live it.