Sterling music producer, Cobhams Asuquo surely knows his onions as his imprint shown in the new FCMB commercial advert as his soundtrack provided some the strong emotions evoked by the advert.

Beyond the visual spectacle, the ad’s soundtrack composed by critically acclaimed Nigerian musician, Cobhams Asuquo has also played a significant role in its success. The rhythmic progression mirrors the narrative’s build-up, ensuring that viewers are not just watching but feeling the story unfold.

Viewed as cultural touchstones, FCMB’s latest TV commercial, The Power Of The Group has made a strong case for joining this exclusive club.

The 90-second commercial, crafted with cinematic brilliance, delivers a compelling message about collaboration, innovation, and impact. Shot across multiple locations, including Taraba, Abuja and Lagos States, the ad showcases visually stunning scenes from Nigeria’s highest Plateau in Mambila, emotional narratives fuelled by a cast of over 1,000 basketballers, dancers, singers and actors that are captivating viewers nationwide.

A particularly striking moment in the commercial is the drummer’s scene featuring a Nigerian octet team of drummers, which serves as a metaphor for collaboration and success driven by the collective effort of the Group. The use of slow-motion shots, lighting, colour grading and the well-selected Nigerian locations further enhances the emotional impact, making it impossible to ignore.

Experts in advertising have already started drawing comparisons between this campaign and some of Nigeria’s most memorable TVCs, such as Panadol Extra’s ‘Oga For Strong Headache’; Mimee Noodles’ ‘Boom Sha Sha’; and MTN’s ‘I Don Port’. With FCMB Group investing over NGN300 million in the production represents one of the largest marketing investments in the Nigerian financial sector.