Airtel Nigeria recently executed a comprehensive overhaul of its creative and media advertising operations. The decision-making process caused a stir within the industry, particularly when the brand opted for a relatively young agency – one that many critics deemed “too young to lead” over more established contenders.
The choice sparked widespread debate. Critics voiced two main concerns: First, they questioned whether the decision was influenced by personal interests, and second, they feared it might be a serious misstep with potentially dire consequences. The prevailing sentiment was one of doubt, with many muttering, “We’ll see how this turns out.” Expectations were high, and the industry waited with bated breath, eager to see the fallout from what some considered “a monumental mistake.”
And then, last week, the much-anticipated campaign was unveiled. To the astonishment of many, it exceeded all expectations – proving the naysayers wrong.
Upon reviewing the campaign, from its strategic direction to the concept, big idea, execution, and production—style, tone, color, and storytelling—it became clear that Airtel had made the right call. The campaign’s storytelling was evocative, stirring deep emotions. For those unaware of the agency change, their reaction would likely have been: “Trust Airtel and its agency. They nailed it again, only better this time around.”
This new, TV-led campaign solidified the client’s decision to place their trust in The Hook Creative Agency. It was a professional, calculated move, and Airtel is now vindicated in its choice. The campaign reflects a brand in full control of its creative direction, guiding its agencies and partners to execute flawlessly.
Little wonder, when contacted one week after the unveiling, Omobolanle Osotule, Head, Brands & Advertising, Airtel Nigeria, heaved a sigh of relief as she shared her excitement about the campaign’s reception. “We are pleased that this commercial has been extremely well received by the audience and applauded for maintaining the high standards of storytelling that Airtel has become known for”.
Femi Oshinlaja, Chief Commercial Officer at Airtel, explains that the campaign represents the brand’s unyielding commitment to helping people of all ages break through boundaries and live beyond expectations. “This new ad, which stars Farooq Oreagba—a survivor and visionary—stays true to our core approach: addressing the needs of our customers directly. Ultimately, Nigerians desire to live free and limitless, and that’s exactly what we, as a brand, stand for,” Oshinlaja noted.
With a brilliant story concept and vivid creative execution from The Hook, the new campaign takes a functional approach—focusing on the practical benefits of Airtel’s services—unlike the more emotionally-driven ads from the previous agency. Despite this shift, the tone of the new campaign remains unmistakably Airtel.
So, what’s the magic behind it? Is there a secret ingredient that ensures success? The answer lies in the collaboration. Creative brilliance from the agency is essential to developing a strong idea and tight storyline that works across multiple platforms, resonating with consumers. However, production excellence – ensuring the right treatment, tone, and setting – is equally crucial for the campaign’s impact.
Equally important is the strategic oversight that ensures objectives are met and standards maintained. This often falls on the client team, who must select the right agencies and hold everyone accountable for the end result.
In this case, Airtel’s keen eye for talent extended to Ark Resources, one of the country’s top production houses. Ark has been Airtel’s go-to partner since 2016, working on all the brand’s major campaigns. Even with the agency change, Airtel wisely retained Ark for its distinctive touch, ensuring continuity in style and quality.
The consistency in tone, style, and storytelling has raised questions: Has there really been a change in agency? How has such consistency been maintained? The answer lies in the unmistakable signature of Airtel’s recent campaigns, including award-winning ads like “Data is Life” and “Lost,” which all reflect the same high standards of production and creative direction.
Farouk Lasaki, Executive Producer/Founder of Ark Resources Entertainment, credits Airtel’s ability to consistently deliver outstanding campaigns to the collective efforts of all parties involved. “The magic behind Airtel’s creativity doesn’t rest with just one individual or department,” Lasaki says. “It comes from collaboration—brand team, creative agency, music producer, production team, and director—all working together towards a common goal. And of course, God has always blessed our efforts.”
Working with The Hook Creative Agency on this campaign, Lasaki describes the relationship as “refreshingly exciting.” He praises the agency for being innovative and supportive, and credits the choice of Farooq as the lead actor as a brilliant and fitting decision. “Farooq is an incredible example of resilience and style, and he’s the perfect fit for this campaign,” Lasaki says. “I’m 100% behind The Hook Creative.”
Bayo Owosina, Chief Creative Officer, explains the thought process behind the campaign. “We wanted to reflect Airtel’s tagline, ‘A Reason to Imagine,’ while highlighting the true value of their Home Broadband (HBB) offering, which provides unlimited data. ‘Live Limitless’ came from the idea that Airtel’s HBB frees users from data caps, allowing them to explore, work, and play online without interruption. The theme aligns perfectly with Airtel’s promise, inspiring people to live without digital limits.”
Interjecting, Toheeb Dele-Balogun, Chief Impact Officer, The Hook, asserted that the collaborative approach by all parties ensured that the campaign resonated with audiences. “Once we had a clear direction, we worked closely with Airtel’s team and Ark Resources to bring the idea to life.” Excited at the level of synergy and cooperation, the Chief Impact Officer further said, “Together, we captured the essence of freedom and excitement that Airtel’s unlimited data offers. This campaign embodies the power of seamless collaboration and a shared vision.”
One of the campaign’s most notable choices was the casting of Farooq Oreagba, a move that has proven to be a game-changer. According to Chief Creative Officer, Farooq was the perfect fit for the campaign. “We were intentional about using Farooq,” he says. “He embodies the limitless spirit that aligns with Airtel’s vision. His resilience and style made him a natural choice, and his authenticity shines through in the campaign.”
Owosina also acknowledges Airtel’s brand team for their involvement throughout the campaign. “Airtel’s team was deeply engaged in guiding the creative process, ensuring the message stayed true to the brand’s values,” he says. “Their commitment laid a strong foundation for the campaign’s success. With Ark Resources as our production partner, we brought that vision to life with excellence and precision, ensuring that every frame of the campaign was impactful.”
As the custodian of the Airtel Brand handbook, the Head of Brands & Advertising describes the campaign as “a perfect blend of both functional and emotional approaches. The story of ‘Live Limitless’ is open to personal interpretation, as everyone faces different challenges and dreams of overcoming them. Farooq’s story resonates as a metaphor for limitless possibilities.”
Femi Adeniran, Director of Corporate Communications & CSR at Airtel, also praises the casting of Farooq Oreagba. “Farooq’s story and resilience make him a perfect representative of Airtel’s values,” Adeniran says. “He embodies the unstoppable spirit of Airtel. This is not the first time we’ve partnered with Nigerians who live our message, and it certainly won’t be the last.”
The campaign, which promotes Airtel’s unlimited data offering, is a powerful invitation to imagine, connect, and live life without limits. It resonates with consumers across different demographics, highlighting the practical, functional benefits of Airtel’s services in helping people achieve their personal and professional goals.
