#IOU provides men a means to overcome their difficulty in expressing gratitude. Building on the success of the global #IOU campaign, our Africa spot shows the breadth of the idea and captures the personality of a new wave of youthful, dynamic and optimistic Africa.


Key to this project is the insight that men prefer to express gratitude through physical actions rather than vocalising it. Put simply, actions speak louder than words. In life there are things, which deserve a fist bump, others a knowing nod or even a man hug, and then there are things that deserve a Grant’s. Some actions speak louder than others.


This is a simple story. It’s the journey from the entrance of a bar, through a crowd of familiar faces, until you arrive at the table where your true friends sit. The journey draws a series of increasingly elaborate greetings and male bravado, all delivered with humour, freshness and flair. The film played out across Sub-Saharan Africa in 3 different languages to suit the regions.

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