Legal Drama

Nollywood | (Video) Amstel Malta Premieres ‘The Journey’ at #AMVCA 2014 Starring Genevieve Nnaji and Mikel Obi

Too much/very blatant product placement which makes the film trailer look more like a commercial. Brands, you can strike a nice balance with sponsoring a film and getting visibility for your products.


Nigeria’s leading malt brand Amstel Malta has launched its new campaign with the premiere of the long awaited inspirational “film” The Journey with superstar actress Genevieve Nnaji and iconic footballer John Mikel Obi as lead acts.

This project is in line with the brand’s commitment to helping young Nigerians be the best they can be.

The commercial, which was premiered at the second edition of Africa Magic Viewers Choice Awards, took place on Saturday, the 8th of March 2014 in Lagos with Amstel Malta as the event’s official sponsor. The unveiling of “The Journey” was one of the high points of the event.

Mikel and Genevieve star in the Nollywood-style clip, portraying the odyssey of their rise to national and global acclaim – the humble beginnings, the struggles through uncertainty, initial breaks and major breakthroughs.

No details yet on the particulars of the deal, but it is confirmed both stars will feature prominently in Amstel Malta campaigns for the next few years.

“It’s a message to young Nigerians” says Amstel Malta brand manager Hannatu Ageni-Yusuf. “A message of hope, of resilience, of ambition and the power of possibilities.

“We all have to prepare and plot our journeys to success and Amstel Malta is committed to empower our consumers all the way. That’s why we have constantly supported MultiChoice in rewarding the best of Nollywood through the AMVCAs.”

The new brand ambassadors and co- stars, Genevieve and Mikel, confirmed they’re excited to be part of a project that encourages and inspires young Nigerians.

“It’s a honour to be a part of this” says Genevieve who has risen through many hurdles to become one of the greatest actresses from Africa. She became the first Nigerian actress to be profiled on the Oprah Winfrey Show and is acknowledged globally as one of Nollywood’s leading ladies of all time.

Mikel Obi also emphasized how glad he is to be a part of the project. “I’m very happy to have an opportunity like this to inspire young Nigerians to be the best they can be. Life is not always a bed of roses, so we all have to learn to make the most of it even in the midst of the struggles that we might face” he said.

According to Ageni-Yusuf, “The campaign will also include a multi-platform series that’ll tell the journey to success stories of some of today’s most inspiring Nigerian figures”.


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Credited for several firsts in the fashion and entertainment industry, Uduak Oduok (Ms. Uduak) is a fashion and entertainment lawyer, speaker, visionary, gamechanger, trailblazer, and recognized thought leader, for her work on Africa’s emerging global fashion and entertainment markets, and the niche practice of fashion law in the United States. She is also the founder of ‘Africa Music Law,’ an industry go-to music business and law blog and podcast show empowering African artists. Her work in the creative and legal industries has earned her numerous awards and recognitions, including an award from the American University Washington College of Law for her “legal impact in the field of intellectual property in Africa." She has also taught as an Adjunct Professor at several institutions in the United States. For more information, visit her at

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