Top 10 Most Memorable Nigerian Adverts of the Last 10 Years

Advertising in Nigeria has never just been about products because the best adverts don’t stop at telling us why we should buy something; they sneak into our lives, our jokes, and even our slang. Over the years, we’ve seen campaigns that turned into street anthems, family catchphrases, and even cultural milestones.

In the last decade, Nigerian brands have given us adverts that stuck. Some made us laugh, some made us proud, and some just refused to leave our heads no matter how hard we tried.

Here are 10 of the most memorable Nigerian adverts from the last 10 years, and why they worked.

1. MTN “I Don Port” (2013/2014)

When number portability was introduced in Nigeria, it was meant to give telecom subscribers the freedom to switch networks without changing their numbers. It was a technical update that could have gone unnoticed. But MTN transformed it into a cultural phenomenon with the “I Don Port” campaign.

The ad featured comedian and actor Saka, who was previously associated with rival Etisalat (now 9mobile). Dressed in MTN’s bright yellow, Saka joyfully sang, “I don port o, I don port to MTN!” The humor, energy, and timing were perfect. Nigerians loved it so much that “I don port” became a phrase used in everyday conversations to describe moving from one thing to another, not just telecoms. This campaign showed that humor and a clever twist on popular culture could turn even the driest subject into viral content.

2. Airtel “444# Campaign” (2020)

Recharge codes aren’t the kind of thing people get excited about, but Airtel knew Nigerians love music and catchy jingles. Instead of a straightforward message like “Dial *444# to recharge,” the brand turned it into a song.

They made use of Teni’s unique voice and playful personality, Airtel made the USSD code sound like a hit track. Soon enough, Nigerians were humming 444# without even realizing it. Even non-Airtel users joined in because the song was that catchy.

The brilliance of this campaign lay in its simplicity of using a melody that stuck in people’s minds. It proved that when brands tap into music, they unlock one of Nigeria’s most powerful cultural drivers.

3. Indomie – “Mama Do Good” (2011, revived in 2024)

Indomie has always been more than just noodles; it’s a household name that carries nostalgia for millions of Nigerians. The “Mama Do Good” advert perfectly captured that emotion.

The ad showed children joyfully dancing and singing after their mother prepared Indomie for them. It was fun, warm, and family-centered, reminding viewers of the love that comes with a simple meal. The jingle itself became iconic, so much so that the brand revived it in 2024.

By bringing back the campaign, Indomie appealed to older Nigerians who remembered it fondly while also introducing it to a new generation of children. The strategy proved that a great ads creates emotional connections that last for decades.

4. Guinness – “Made of Black” (2014)

Guinness is one of the brands that consistently positions itself beyond just being a drink. With “Made of Black,” the company launched a campaign that celebrated African identity, resilience, and creativity.

The advert featured bold visuals, stylish storytelling, and appearances from cultural icons, presenting “black” as a color of strength, pride, and individuality. Young Nigerians especially connected with the message, seeing it as a movement that reflected their aspirations.

This campaign was successful because it went beyond product marketing. It wasn’t just saying “buy Guinness”; it was saying “be proud of who you are.” That emotional connection elevated the brand.

5. GTBank – 737 Music Video Ad (2017)

When GTBank launched its 737 USSD banking service, it could have gone the straightforward route with a functional ad. Instead, it turned the campaign into a full-blown music video, directed by Clarence Peters.

The ad was colorful, playful, and musical, weaving in Nigeria’s diversity with lyrics and dance. Instead of customers struggling to remember the code, they found themselves singing 737 like an R&B song.

This was a perfect example of how to make technology feel human.  GTBank made banking cool and approachable.

6. Peak Milk – “Papilo” (2009–2010s)

Though the original ad dates back earlier, the “Papilo” campaign remained fresh in Nigerian memories well into the 2010s. It featured the legendary footballer Kanu Nwankwo, while telling the story of a young boy being told, “One day, you go be Papilo,” before growing up to achieve greatness.

The emotional storytelling connected Peak Milk with strength, growth, and ambition. For many Nigerians, it became about believing in your dreams.

This ad became iconic because it went beyond product benefits. It showed how a brand could align itself with hope and success, making it an everyday symbol of aspiration.

7. Glo – “Glo with Pride” Campaign

Globacom is one of Nigeria’s most consistent brands when it comes to patriotic advertising. With “Glo with Pride,” the company positioned itself not just as a telecoms provider but as a symbol of Nigerian pride.

The campaign featured music, Nollywood stars, and cultural icons, appealing directly to national identity. The message was clear: using Glo wasn’t just for calls and data; it was about supporting a proudly Nigerian company.

This worked because Nigerians love seeing themselves and their culture celebrated in big, bold ways. By leaning into patriotism, Glo reinforced loyalty and connection with its users.

8. Stanbic IBTC – “Vex Money” (2019)

This ad was witty, modern, and socially relevant. It depicted a woman out on a date who, instead of waiting for her partner to pick up the bill, confidently paid for herself using her Stanbic IBTC card.

The message was subtle but powerful: financial independence. It resonated especially with younger audiences who valued empowerment and equality. Social media platforms were filled with conversations and memes about it, which gave the campaign even more traction.

Stanbic succeeded by making its brand part of a cultural conversation, one about money, gender, and independence.

9. UBA – “Seize the Moment with Your UBA Cards” (2019)

UBA’s campaign may not have had a viral jingle or catchphrase, but it stood out for its simplicity. The advert focused on how using UBA cards gave customers convenience in everyday life. It was straightforward, relatable, and practical. The lack of gimmicks worked in its favor, showing that sometimes clarity is all a message needs.

The strength of this campaign was in how it made the bank feel relevant to everyday Nigerians, not just corporate clients.

10. Pepsi – “Big Big Tinz” (2024)

Pepsi has always positioned itself as young, vibrant, and in touch with pop culture. With “Big Big Tinz,” the brand launched its 60cl bottle in grand style.

The campaign featured artist Young Jonn and captured the playful swagger of Nigerian youth. The phrase “Big Big Tinz” quickly became slang, moving beyond the ad and into everyday conversations.

This campaign proved Pepsi’s ability to use music and street language to connect directly with its audience.

These adverts worked because they went beyond just products. They connected with Nigerians through humor, music, nostalgia, pride, and storytelling. They became cultural moments, proving that in advertising, the message sticks when it feels personal and entertaining.

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