WhatsApp wants in on original content.
The Meta-owned messaging app announced its first original, a 12-minute short film starring its debut celebrity spokesperson, NBA All-Star Giannis Antetokounmpo.
Called Naija Odyssey, the film is narrated by Antetokounmpo and his mother and “tells his origin story…as he reconciles his roots, birthplace and sense of belonging between cross-cultural worlds,” per its official description.
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Antetokounmpo’s parents are Nigerian, and immigrated to Greece. He was born in Athens.
According to Variety, Naija Odyssey is above all a piece of branded content.
“Naija Odyssey is a story that reinforces how WhatsApp helps us embrace our multifaceted lives,” Vivian Odior, WhatsApp’s global head of marketing, told the outlet. “In navigating relationships, identity, and even adversity, WhatsApp is there—enabling you to embrace all sides of you by connecting you to those who matter most.”
The short film is directed by Nono Ayuso and Rodrigo Inada, and is edited by Oscar-winning Mikkel E.G. Nielsen. It’ll release Sept. 21 on WhatsApp’s social media accounts, including its YouTube channel, and on Amazon Prime Video.
As Variety points out, WhatsApp—which was acquired by Meta for $19 billion in 2014—has been a frequent subject of scrutiny. There are concerns about its role in spreading misinformation (particularly politically motivated misinformation) and it’s also cited by the Federal Trade Commission as an antitrust concern.
