When a typical Nigerian hears the phrase “I Don Port o”, the 2013 MTN commercial that transformed Nigerian television commercials and positioned actor Hafiz Oyetoro, popularly known as Saka, as a much-loved personality immediately comes to mind.
The announcement, which marked Saka's move from Etisalat (now 9mobile) to MTN, became an iconic moment in the country's telecoms industry.
The commercial won the Best Telecom Advertising Agency of the Year and Best Telecom Advertisement of the Year at the Annual Nigeria Telecom Awards in 2013.
With over 100,000 views on YouTube after just one week of its release, the ad, an initiative of DDB Lagos, was labelled as possibly Nigeria’s most sensational advertising campaign.
MTN 'I Don Port O' commercial with Saka
Prior to the MTN announcement, Saka was a well-known face in Nigerian showbiz, appearing in Etisalat commercials. His association with the brand made him a recognisable figure, particularly for his comedic talents.
However, the introduction of Mobile Number Portability (MNP) in Nigeria presented a unique opportunity for telecom companies to capitalize on customer migration between networks while retaining their existing phone numbers.
Seeing an opportunity to dominate the conversation, MTN approached Saka with a deal that boosted its entertainment character and redefined competitive advertising in Nigeria.
Article page with financial support promotion 'I Don Port' MTN advertisement
The ad debuted with the 61-year-old actor cheerfully declaring, “I’m not wearing the suit!” a line that quickly became a cultural phenomenon. In the ad, Saka, dressed in a distinctive yellow-and-white striped suit, was accompanied by a lively ensemble of singers and musicians, creating an energetic, almost choir-like atmosphere.
The 45-second spot featured three backing vocalists, two guitarists, a drummer, a keyboard player and a conga drummer.
The commercial's catchy chorus and tune, bolstered by Saka's charismatic performance, made it an instant hit, resonating with audiences across the country.
The gist of the ad was simple: promoting the ease of switching to MTN's network without losing your number. But its impact was anything but simple.
I have no port
The phrase “I’m not taking it” seeped into everyday conversations, memes and social media, becoming one of the most memorable lines in Nigerian advertising history. Within days, the ad garnered over 250,000 views on MTN’s YouTube channel, proving its wide appeal.
Saka's gain
MTN’s strategy to snatch Saka from a rival brand was as bold as it was effective. Reports indicate that Saka received around N20 million for his role in the ad, a significant sum that underlined the importance of this campaign for MTN.
The announcement reinforced MTN’s dominance in the telecoms sector and set a benchmark for the power of celebrity endorsement in Nigeria.
MTN 'I Don Port O' commercial with Saka
Saka’s move was more than a financial decision; it was a move that expanded his visibility and solidified his place as a household name in Nigerian entertainment.
The success of the campaign demonstrated how strategic advertising with the right celebrity could transform brand perceptions and drive consumer behavior.
Legacy
Public reaction to the ad was overwhelmingly positive, though not without controversy. Some praised MTN’s creativity and competitive spirit, while others criticised the aggressive pursuit of an ambassador from a rival brand. Nevertheless, the buzz generated by the campaign was undeniable and cemented its place as a landmark moment in Nigerian advertising.
Even years later, the ad is still remembered as one of the most effective and talked about in Nigerian marketing history. It remains an example of the importance of timing, celebrity influence and the power of a well-crafted message.
Saka's career after the announcement
Following the success of the MTN advert, Saka continued to thrive in his career, both in acting and comedy.
Her role in the advert opened doors to bigger opportunities, further cementing her status in the entertainment industry. Saka also maintained her academic career and continued to teach Theatre Arts at the Adeniran Ogunsanya College of Education in Lagos.
Although other Nigerian celebrities such as D'banj and Wizkid have also had successful endorsements, none have matched the cultural impact of Saka's “I don port o” campaign. The ad remains a defining moment in Nigerian pop culture and is still regarded as a milestone in advertising.
With Saka moving his hands like a choirmaster, the iconic MTN ad remains one of Nigeria’s most memorable and effective campaigns. It resonated with audiences and set a standard for future advertising strategies.
About Saka
Born on August 20, 1963, Saka has appeared in several popular Nollywood movies, showcasing his comedic talent and versatility as an actor. Some of his notable films include “The Campus Queen” (2004), where he plays an important supporting role, adding a comic element to the story set in a university campus. “Phone Swap” (2012), directed by Kunle Afolayan, highlights his ability to handle comedy and drama. Additionally, Saka appeared in “The Wedding Party 1 & 2” (2016, 2017), a highly successful film in which he contributed to the light-hearted and comical atmosphere.
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Aside from acting, Saka is also an academic. He is a lecturer at the Adeniran Ogunsanya College of Education in Lagos, where he teaches Theatre Arts. His work in the educational field underlines his commitment to nurturing the next generation of Nigerian talent.
The 61-year-old actor’s contributions to the entertainment industry have not gone unnoticed. Over the years, he has been recognized for his comedic performances in several movies at the Nollywood Movies Awards. He has also been nominated for his contribution to the entertainment industry at the City People Entertainment Awards. He received nominations at the AMVCA (Africa Magic Viewers’ Choice Awards) for his role in “Phone Swap” and other productions.
The advert is still available on MTN’s YouTube channel for those who want to relive the moment.