Lets face it, the Kenyan advertising audience is unique and may be different from what we are used to seeing on ads of the world or best ads on TV. Like my friend Mike Munyi rightly said, you will never write award winning ads every day. So why not make the best of some of the briefs that are handed to you, especially promo briefs?
I wonder where the local creative hate for promo briefs came from. I will admit that I find promos quite an exciting challenge. To me, promos present a great opportunity to dig deeper into the creative vault. In a market saturated with promos, I think the creative can really stand out and make a name for himself.
The problem in Kenya is that once the word promo is mentioned, we immediately put ourselves in a box and think star bursts, a guy with smiley face holding cash or a guy waving a mobile phone at you. Well, look at those who have dared to think different. Like the Coca-Cola world cup tvc where a guy auditions for people to share his world cup trip with....Pretty cool idea.
After the success of innovators like Beba Yote and Bambua Tafrija, using local lingo became a hit. Somehow after that everyone took up the method and promo names started being produced like clockwork. Sad thing is that the more and more names that came out the smaller and smaller the ideas became. There is more to a promo than just an exciting swahili name.
A promo can have a huge idea and we need to convince our clients by selling them BIG ideas.Since our clients suffer from the "Marangi" syndrome it would be worth our while to come up with ideas that can up the standards.
Time to make lemonade when clients hand us lemons.
Hey, that's just my opinion.
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