By Sanya Ademiluyi
For almost two weeks, Olisa Metuh was the focus of national attention. That focus was heightened when the embattled national Publicity Secretary of the Peoples’ Democratic Party, PDP who is standing trial for corruption appears in handcuffs at the Abuja High Court.
 The high court had earlier granted Metuh bail but the government refused to release him because the Economic and Financial Crimes Commission, EFCC said it intended to arraign Metuh in court to face fresh charges. While, the heated debate went on over the issue of bail or no bail for Metuh, some copywriter somewhere and some brand strategist could not resist the marketing opportunity which presented itself with the national focus on Metuh.
The copywriter got the go ahead – you had to be brave to take this marketing opportunity.
The advert was crafted showing a little bird bring a Chicken Republic pack to Metuh in Kuje Prison where he was remanded.
Little surprise that the ad subsequently, became the subject of discourse and was trending seriously on social media for several days afterwards. It is well known that employing politically-toned ads can be a double-edged sword. You may get your audience’s attention but could face a backlash if your ad message goes awry.
The trick i believe is to use comedy or light drama to push your message while trying hard to avoid the political minefields. The play in that ad was on the news that Metuh may have gone on an hunger strike. So, it will appear that Chicken Republic flies in a barbeque chicken pack to save the day. Mind you public sympathy is usually with those on hunger strike. Although their will be others on the opposing side with the view that Metuh be damned—so, they might not be favourably disposed to the ad.
Yet using the light comedy or dramatic approach makes it clear that the brand is not making any political statement with its ad—it is merely trying to sell its brand whichever way it can.
Many observers believe the ad was a marketing coup for Chicken Republic.