How Skit Makers Are Ruining Brand Perception
In the beginning, skit makers saved us.
They were the antidote to boring TV ads.
They gave us comedy, culture, and content that didn’t feel like ads — until suddenly, everything became an ad.
Now?
Every character has a product to sell.
Every punchline ends with a discount code for a gift card.
Every skit is just a commercial in disguise — and the disguise is wearing thin.
The Rise of Skitvertising
Somewhere between 2020 and now, brands realised:
“Wait — these guys have more engagement than TV.”
So they dumped their entire marketing budget on the backs of Instagram comedians.
But here’s the problem:
Most of these integrations are lazy, forced, and creatively bankrupt.
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Someone is doing laundry — then randomly yells:
“This is why I use SuperWash detergent!”
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A guy’s girlfriend is leaving him — he says:
“Wait! Let me at least fund you with XBank app!”
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Two guys are fighting on the street — one brings out Tomato Paste.
No buildup. No story. Just product placement like potholes on a federal road.
The Side Effects
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Audience Fatigue
People are no longer laughing. They’re scrolling. Fast. -
Brand Dilution
Your brand stops feeling premium when it’s in every skit — from breakups to bum fights. -
Message Loss
Your actual value proposition is buried under 45 seconds of “na me be your real papa!”
Who’s Guilty?
We won’t name names.
But if your influencer brief looks like this:
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Include the brand name 3 times
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Mention the promo code
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Act like it’s part of the joke
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End with “download now!”
then you’re doing it wrong.
What Brands & Skit Makers Must Remember
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Not every skit needs a product.
Let your audience breathe. -
Make the product part of the plot — not just a line.
The best brand integrations feel natural, not necessary. -
Say no to script hijacking.
If the only reason your ad is funny is because the skit maker is funny — your strategy is weak. -
Comedy isn’t strategy.
It’s a vehicle — not the message.
SoroSoke Brand Take
Skit makers aren’t the problem.
Lazy marketing briefs are.
Before you go, read: Erisco & a failed comms team
You can’t slap your logo on every funny moment and expect magic.
You’re not building a brand — you’re building brand noise.
And in Nigeria’s crowded ad market, noise doesn’t sell. Relevance does.
TL;DR
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Skit advertising worked… until it became predictable.
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Now, audiences are bored — and brands are wasting budget on jollof jokes.
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The fix? Write better briefs. Demand story-first content. Stop forcing product mentions.
Seen a painful skit ad recently?
Send it to: editor@sorosokebrands.com
Let’s review it — with love.
