Airtel Africa has launched a thematic television ad that transcends physical and emotional barriers, focusing instead on breaking down communication barriers.
The television commercial – aptly named ‘Breaking Barriers’ – digs deeper into the need and use of communications across various cultures in the world. To signal the brand’s diversity and boldness, Airtel has used the antics of two young boys as symbols of minds free of prejudice, with their innocence depicted in stark contrast to the desolate landscape around them. The boys live across from each other, but are separated by a barbed wire fence – likely the border of a neighbouring country.
When one boy spots a football on his side of the fence, he initially hesitates to pass it back to the child – symbolising a potential ‘enemy’ – who is awaiting the football on the other side. After a few words exchanged between the children – each speaking their own language – their innocence prevails when they decide to ignore the fence between them and come together to kick the football around.
Breaking Barriers is more than just a television ad, it is a statement,” explains Andre Beyers, chief marketing officer, Airtel Africa. “The ad is a visual message that speaks to the innate disposition and longing to communicate without any hang ups that society places on us while showing the profound effects that communication can have on societies at large.”
He adds: “The use of children from different communities demonstrates that communication can be universal. It does not need to be restricted by age, gender, language, race or ethnicity. These are nothing but barriers; barriers that can be broken, when people communicate”.
The TVC, comes seven months after the launch of Airtel’s global identity that unifies its 16 African operations and covers over 220 million subscribers in Africa and Asia. It reinforces Airtel’s commitment to extending its network and bridge the digital divide.
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