Among the NBA’s biggest and most beloved stars is Giannis Antetokounmpo. In addition to leading his squad to the 2021 championship, he was selected most valuable player in the playoffs that year and has won league MVP honors twice. The 29-year-old has never set foot in Nigeria, the country of his parents’ birth. He grew up in Greece.
The time has come.
Check out this new short documentary from WhatsApp called Ugo: A Homecoming Story. It follows the star as he visits Nigeria for the first time, immersing himself in the culture, family, and country he had only ever known from a distance. The documentary, which follows Antetokounmpo as he visits cities, marketplaces, and beaches, is directed by Rick Famuyiwa (Dоpe, The Mandalorian, The Wood). Along the way, viewers will hear from Nigerian artists, designers, and others about the country’s distinctive culture.
An iconic image features Antetokounmpo getting out of his van in the midst of bustling Balogun Market to negotiate the purchаse of a replica of his own Milwaukee Bucks jersey with a vendor.
Since his appearance in WhatsApp’s inaugural global commercial in 2022, when he was the app’s star, Antetokounmpo has been a brand partner. He had already spoken to Fast Company about his extensive history with the product. He traveled to the US from Greece to play in the NBA all by himself at first, and WhatsApp was his only means of communication with those back home in Greece. “It had a significant impact on my life because it gave me the opportunity to connect with those people,” Antetokounmpo stated.
The film’s branding is kept limited, with only a few subtle references to the messaging product. Antetokounmpo has been spotted on several occasions sharing images and videos with his family on WhatsApp. Two little checkmarks, similar to the ones that show when a WhatsApp message has been read or seen, appear in the bottom right of the film titles as new scenes are introduced. This is a subtle touch that pays homage to that feature. It carries on WhatsApp’s branding efforts by emphasizing the company’s function in bringing people together, especially members of the global diaspora.
Off the court, Antetokounmpo has had a busy week. Improbable Media was announced by the NBA star alongside Jay Williams, a former ESPN analyst. A full-length documentary about his life story titled Giannis: The Marvelous Journey will premiere on Prime Video on February 19, marking the company’s first significant initiative.
