Vanessa Obioha revisits FCMB’s powerful and visually arresting TV commercial, The Power of the Group, which brings together notable voices like Cobhams Asuquo and Laila Johnson-Salami to explore the strength of unity, not just within the brand’s structure but across the broader Nigerian society.

wo months after its release, the FCMB Group’s television commercial titled ‘The Power of the Group’ continues to resonate deeply with Nigerians. The 60-second ad, released in March, remains a powerful tribute to the spirit of collaboration, promoting the idea of oneness achieved through individual contributions.

As a brand, FCMB lives this message. Far from being just another financial institution, the Group embodies a multifaceted structure comprising pensions, asset management, microfinance, investment banking, and international operations. Each business unit plays a distinct role, but together they pursue a common goal: building a better society through financial empowerment and inclusive growth.

And indeed it has done so over the years, receiving numerous accolades for its commitment to building inclusive ecosystems and driving national development. At the 2024 Annual Lecture Series and Awards organised by the Development Bank of Nigeria (DBN), the Group won awards for “Best Bank with the Highest Impact on MSMEs Accessing Credit for the First Time in Nigeria” and “Highest Disbursement to Sustainability Projects.” In 2023, FCMB also clinched the “Excellence in FinTech – Payment” award at the Finnovex West Africa Summit, while First City Asset Management Limited (FCAM) was named “Best Managed Fund in Equity” at the 2017 BusinessDay Banking Awards.

These honours speak volumes. However,  Power of the Group campaign takes it further with its message of unity which could not be more timely, especially against a backdrop of political division and rising social tension. It  stands out as a clarion call for national cohesion, a subtle reminder that collaboration is key to building a better future.

In its latest TVC, the Group displayed these ethos of unity and inclusivity. Though it took four months to produce, the campaign’s real beauty lies in its execution: a convergence of over 1,000 professionals across different sectors, from musicians and athletes to dancers, visual artists, and media professionals, working together to deliver a singular, resonant message.

From the coordinated movements of a basketball team to the rhythmic beats of a drum ensemble, to the energetic dance steps of a troupe and the harmonious blend of a choir, each scene in the commercial illustrates the power of working together. These everyday activities,  seemingly simple, underscore how collaboration turns ordinary moments into meaningful achievements. Veteran musician Cobhams Asuquo who scored the soundtrack exemplifies how one can turn their dreams into reality. Despite his challenge, his success story reminds us that limitations can be transcended when community and creativity converge. The beautiful piece he created for the ad crescendos into the campaign’s powerful conclusion, voiced by journalist Laila Johnson-Salami: “It’s not just one, but the power of the group that delivers the future we all desire.”

“Whilst this is a truly Nigerian story that showcases the talent, skill, textures and beauty of such a vast nation, its concept and production value is world-class, presenting FCMB as a global player with its roots truly embedded in Nigeria,” added Director of the TVC, Greg Francois.

Visually, the ad celebrates Nigeria’s diversity: from the imposing Zuma Rock in Abuja to the serene Mambilla Plateau in Taraba, and the urban pulse of Lagos’ skyline. Each location grounds the campaign’s message in geography, culture, and people, showing FCMB’s commitment to inclusivity, particularly in underserved areas.

The Power of the Group also shines in its choice of sets. The backdrops of the Zuma Rock in Abuja, the Mambilla Plateau in Taraba and the high-rise buildings in Lagos speaks of the inclusivity the Group is known for. It is dedicated to empowering communities, particularly those who are in the underserved areas.

While the TVC underscores synergy within FCMB’s internal operations, it also gently nudges Nigerians to reflect on their own lives and shows how collaboration is more than just a strategy but a way of life.  Be it in neighbourhoods where residents organise a sanitation exercise or in classrooms where students huddle over projects, or in families navigating daily life with shared responsibilities, the spirit of “the power of the group” Perhaps, it explains why two months on, the campaign, though celebrated for its marketing communication, is still seen as a cultural statement. One that reminds us that only through collaboration can we create the future we truly desire.

Perhaps, while the FCMB campaign drives the synergy between its different business units, it brings to light It is seen in our daily activities.. Thus, FCMB through its campaign reminds us all that indeed it takes a collaborative effort to build the future we desire.

And that subtle reminder is perhaps, the true power of the group.