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9 April 2019

Ringing the changes.

by Andrew MacGregor


Globacom: “Step In” - 85s

As career changes go, bricklayer to world heavyweight boxing champion is a hefty leap. That's precisely what Anthony Joshua has achieved over the last decade, and this reverential ad for Nigerian telecom outfit Globacom hopes to inspire others to pursue such lofty ambitions.

Introducing himself by his full name, Anthony Oluwafemi Olaseni Joshua, the boxer appears to various individuals via laptop, tablet, and smartphone. As Joshua muses on Nigerian grit, the cast exhibit such mettle with gusto.

What ultimately stands out is director Kim Geldenhuys's snapshots of Nigerian life, which not only emphasises the appeal of Globacom's spokesman, but the robustness of their infrastructure, too.


1st AD: Grant Newman
Production Services: Nice Shirt Films Ⓟ Ⓦ
Cinematographer: Mathieu Plainfossé
Gaffer: Paul Burns
Art Department: Ben Lack / Samuel Waters
Wardrobe: George Buxton

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