With the new slogan "Open Like Never Before", Coca-Cola resumed its advertising campaigns in numerous countries in 2020 after the peak of the corona pandemic.
People of different skin colors and possibly also different nationalities can be seen in the two-minute commercial.
The lead actor, George "The Poet" Mpanga, is a London-born artist and rapper.
His parents are from Uganda.
Claudia Bröll
Political correspondent for Africa based in Cape Town.
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The film was also shown in Nigeria.
But in contrast to the Coca-Cola embassy, the regulatory authority there has recently been more dismissive of such advertising than ever before.
The Advertising Regulatory Council of Nigeria (Arcon) recently announced on Twitter that the use of "foreign models and voice actors" in advertisements will be banned from October 1st.
This is in line with the government's policy of developing "local talent and inclusive economic growth" and expanding Nigeria's advertising industry.
A challenge for international corporations
This course is not new.
So-called indigenization laws, aimed at promoting local companies, have existed in Nigeria since the 1970s.
The advertising industry is no exception.
Companies that previously featured foreign models in TV commercials had to pay around $250.
Advertisements specifically designed for the Nigerian market are common.
However, the stricter requirements are now causing a stir, albeit more internationally than in the country itself. Some newspapers wrote that Nigeria bans “white photo models”.
The times when speakers with a British accent praised products are finally over.
The country was a British colony until 1960, but the British influence was felt for many years afterwards.
The marketing departments of international corporations should still be concerned about the ban.
With 220 million inhabitants, Nigeria is the country with the largest population in Africa.
Every second person is younger than 18 years.
A free-spending middle and upper class has developed over the years: a real growth market.
It is now becoming difficult for the advertisers of international campaigns that are designed around the image of a colorfully mixed, almost limitless world.
Inevitably, they feature people from many countries or non-Nigerian stars.
After the decree, this wonderful world for advertising-loving Nigerians will no longer exist – at least not on the controllable platforms.
The local industry should benefit
Hidden xenophobia or clever economic development?
It's not about racism or a further departure from the former colonial power, but simply about jobs, says Steve Babaeko, president of the advertising industry association in Nigeria, of the FAZ. After the corona pandemic, the government is trying various ways to boost the economy.
From his point of view, this creates a win-win situation for everyone involved.
"Anyone who wants to sell their products should choose photo models, actors and speakers with whom Nigerians can identify anyway." Conversely, the local industry must benefit to a greater extent from the advertising business in their own country.
Companies that wanted to market their goods there should also create jobs.
Just showing a few black faces is not enough.
The head of the association does not fear monotony.
“The beauty of Nigeria is that there are many different communities here, all living here and all wanting to advance.”
The new ban was commented on in different ways on social media.
Some spoke of a necessary step and referred to the success of the Nigerian music and film industry, the famous "Nollywood".
Others questioned how advocates would react to such a ban on Nigerians in other states.
The ban will apply to all advertisements shown in the Nigerian advertising space, the statement said.
However, campaigns that have already started may be continued until the end of their approved term; applications for an extension would not be approved.