The Challenge

Shelina Pharmaceuticals approached SPS Media to produce a television commercial for Ibucap, its pain-relief product.

The client already had an initial creative idea, but needed a production partner who could take the concept further developing the idea into a compelling commercial while bringing together the right creative and technical team to execute it at a high level.

The objective was to make the product relevant to everyday Nigerians by showing familiar situations where body pain naturally becomes part of daily life and positioning Ibucap as the solution.

Our Approach

We started by refining and expanding the client’s initial concept, developing a simple but relatable narrative built around three everyday characters, each representing a key segment of the target audience.

Rather than creating a generic pharmaceutical advert, we built the commercial around situations audiences could immediately recognise.

These scenarios gave the commercial a relatable human context while creating natural opportunities to introduce Ibucap as the solution.

Execution

We assembled a production crew suited to the creative requirements of the commercial and carefully cast three lead characters who reflected the intended target audience.

The commercial was filmed in Lagos using a Sony FX9 paired with cinema lenses, giving the production a polished cinematic look while retaining the familiarity and realism required by the concept.

Every element from casting and locations to cinematography, direction and post-production was designed to make the situations feel authentic while maintaining the visual quality expected of a television commercial.

Result

The final commercial successfully brought the Ibucap brand into familiar, everyday situations, allowing viewers to see themselves in the characters and circumstances portrayed.

The client was highly satisfied with the final production, and the commercial went on to enjoy an extended broadcast life, airing on major Nigerian television stations for more than three years.

What began as an initial client concept became a fully developed commercial designed not just to communicate a product, but to create recognition, relatability and lasting brand presence.

The Takeaway

The best commercials don’t just sell a product. They make the audience recognise a moment from their own lives.

By grounding Ibucap in everyday Nigerian experiences, we turned a simple pain-relief message into a relatable commercial that continued to work for the brand long after its initial production.