Chief Executive Director of the National Film Authority, Juliet Asante has disclosed the cost involved in the recent NFL commercial shot in Ghana.
In an interview on TV3’s New Day with Berla Mundi, Juliet Asante said it cost close to $2million dollars for the commercial which employed over 1500 Ghanaians.
“Well, let me say, without going deep, I would say that it was a little short of 2 million. It’s a small ad, but a little short of $2 million. And that is money that goes to paying people,” she said.
Asante also explained that the commercial brought some economic benefits to the country in various sectors.
“The way the value of the sector is spread. When people come, they pay stuff, all the workers who everybody is paid. Like I said, hotels, they sleep in hotels, they rent equipment, they eat, they buy things, you know, crabs that they take away from,” she noted.
'The NFL commercial that was shot in Ghana cost about $2m, and we had to lobby for it to be shot here. It employed over 1500 Ghanaians ' – Juliet Asante , Chief Executive Director of the National Film Authority #3entertainment #3entertainmentgh #tv3newday #berlamundi… pic.twitter.com/N6NbYbE99Z
— B.You by Berla Mundi (@berlamundi) February 23, 2024
Responding to concerns about why the lead character was not Ghanaian, Juliet said the shot was a co-production and could not have featured only Ghanaians.
“The thing about co-production, too, is that if it’s 100% Ghanaians, then it’s not a co-production. You get what I’m saying. So it’s like you’re doing something 100% of something. You get 80%. But then you’re so worried about somebody else getting 20%. We have to acknowledge that when you’re doing something in partnership with other countries, you cannot have 100%.”
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She urged Ghanaians to focus on the other benefits that the partnership and the commercial has brought to Ghana.
“Beyond that the exposure, the PR. Now we have so many people wishing to come to Ghana to come and see the country so it has so many benefits that I think we should focus on,” she said.
The NFL commercial shot in Ghana, was recently aired during the Super Bowl LVIII, titled “Born to Play,” and it quickly grabbed attention for featuring local actors alongside NFL stars like Saquon Barkley, Justin Jefferson, and Cameron Jordan.
The commercial projects an heartwarming message of a young boy in Accra, Kwesi who dreams of playing in the NFL despite not having access to traditional American football resources.
It showcases his passion and dedication, as he imagines himself playing on a big stage and overcomes obstacles in his pursuit.
The commercial was filmed in various locations across Accra, including the busy Makola Market.