Life Continental Beer has unveiled its new engaging TV commercial, Turu Ugo Lota 2.0 which successfully captures the apprenticeship (Imu-Ahia) essence of the Igbo community in Nigeria. This commercial serves as a sequel to the debut commercial which was released in September 2021, Turu Ugo Lota 1.0, which paid homage to the rich Igbo culture and its fundamental values – reigniting the passion for Progress, Brotherhood and Culture in Igbos.

The Life Beer brand is renowned for showcasing the unique values embodied by the Igbo people. While the maiden edition portrayed the values of brotherhood and family, this sequel portrays the value of hard work and tradition.

Turu Ugo Lota 2.0 features Life Beer’s signature soundtrack, thrilling visuals and a compelling story of an energised youth who leaves his home to pursue a brighter future. While away from home, he excels and builds a successful business venture. Despite the high standing he achieved in the city, he returns home to celebrate his success with family and friends; portraying the popular homecoming culture of ‘Bringing Home the Glory’. The joyous reunion is marked by a celebration with vibrant cultural dances, heart-warming embraces, and enjoyment of Life Beer, the beer symbolic of progress and the unbreakable bonds of family, friendship, and heritage.

The Life Beer brand is excited to share this story with its audience as it further solidifies its position as a true advocate and supporter of the culture and values of the Igbo people.

Senior Brand Manager, Life Continental Beer, Oluyemi Ekundayo, said, “We are thrilled to present ‘Turu Ugo Lota 2.0’ as an ode to the hardworking spirit of the Igbo people. The Life Beer brand has always been a strong advocate for celebrating and promoting the rich culture of the Igbo community. We hope this ad encourages everyone to remember their roots and the bond that Life Beer shares with them.”

With “Turu Ugo Lota 2.0,” Life Beer looks to inspire a new generation of Igbos to embrace their roots, and to always strive to Bring Home the Glory irrespective of where life’s journey takes them.