THE KENYAN ADVERT: The Kenyan Way

When i was young and shy of knowledge, i would try to figure out the sense in corporate advertisements in the living room. It was irking to see a program at its climax cut short~say Suburban Bliss, for those who were born before 90's can remember this, and when KBC was the only Tv station~for ads. I failed to understand why a company would pour out buckets of monies from their limited coffers for such cause.

As days became months and old-age became synonymous with my face, i became wiser and a little bit knowledgeable. I understood, as any serious entrepreneur will have to understand, that Adverts are primal for a company's survival in this hostile world of competitions, mergers and acquisitions.

Ads range in ways, designs and message. They are crafted for the simple task of 'I want you to buy me and not that' theme. Unfortunately, the world is currently awash with ads clutter. Companies are using millions of money to get their message out only to be ignored. It is akin to working hard for failure!

The right adverts should hit right prospects with entertaining, hard-to-ignore messages that can follow people via high-tech media whether in cars, their residences, offices or institutions of learning. The right ad will see a big jump in customer mind-share while holding line on marketing cost. Kenyan advertisement society has come a long way, from infuriating mono-syllabic and ambiguous crap to an international-level marvel of creativity.

As the internet wave is having its largest share of advertisements due to the cheapness and target group involved, television advertisements in Kenya is the sure way of reaping profit from 30+ million viewers. Let me sample the best and the awkward adverts that have graced our respective living rooms during dinner time.

• Safaricom and its products

Safaricom has to be the most aggressive blue-chip company in the region when it comes to advertisements. Every ad by Safaricom is a revelation that entertainment can be successful factor in advertising. From M-Pesa, Bonga points, Safari 7's, Ideos...ad infinitum. Especially the Niko Na Safaricom campaign.

                          

• Airtel 

Airtel is another advert worth giving a glance. Although their exotic ads rarely cut with the ordinary of the clientelle, it is their persistence that keeps them in market. The 'Utahama Lini?' is still etched in Kenyan's brains.

•    Yu

There was this time when Yu had a series of formidable ads. From the mama mboga to the current one of a magistrate screaming 'All charges DROPPED!', methinks Yu is approaching a feeble and desperate method to woo customers.

                              

• Trust Condom

You simply have to love their adverts. Remember the black Adam and Eve clip after the umbrella-gate ad in a traffic jam? Well, the 'Yes!' campaign is still trending in the mind of youths.

                         

• EABL

Kenya Breweries are doing a great work when it comes to marketing their products. Pilsner Na Mfalme, The Greatness in Guiness, Tusker Milele not to mention a few. Their Dont Drink and Drive awareness campaign is a success. Their enthusiastic approach is partly due to Tabitha's Keroche taming their monopoly.

                        

• Kenya Airways

This advert is one of the few in Africa that feels at home in CNN. It is global, smart and entertaining. it makes one to want, again and again, watch it. Its other ads include Msafiri, world cup and the Sevens Rugby.

                    

• Kenchic

'When you are KUKU about chicken' is the best slogan associated with this fast-food franchise. It's best advert is the one that involved Inspector Mwala

                         

• Supa Loaf

There are sooo many bread variety in the country, and having realized that, Supa Loaf has cut above the niche with 'Never say bread say Supa Loaf' advert. The comic ad of a lady going berserk because his husband spotted a young lass with binoculars is also a spot-on.

• Sony Sugar

This advertisement is shot in a marriage setting, with a theme song of a Kenyan classic ballad 'You are my sweeetie, my sugar'. Simply outstanding.

                           

• DuraCoat Paints

Show me a person in Kenya who doesn't know Peter Marangi and i will show you an egg that can not break under a clamp. Marangi is phenomenal in the ad and 'Me am Peter Marangi and me i know about painting!'

                   

• Mpango Wa Kando

This advert sensitizes the citizens against sex outside marriage. Jimmy Gathu comes in as a very admonishing who busts the philandering couples in the act.

                         

•  Barclays Bank

The dancing robot found its way back in our living rooms after almost a decade of in-existence. Then came the 11.99% mortgage ad where Kate Kibugi, the lady who broke Guiness World Records earlier in March for Limbo dance, coolly asks 'Do you want to know why?...That's why'. She is simply irresistible, and so is the ad. The latest ad with Maqbul is also spot on. 'Look at yourself, now look at me'.

• Kenya Power

Don't we love their versatility? You would even wonder why a monopolistic company like KP would go at pains to market their products so vivaciously as if there are competitors around. They have adverts rich in graphics and heritage.

Other unforgettable ads include Family Bank's Pesa Pap!, APA Insurance and Equity Bank's M-Kesho. The irritating ones have to be Harpic, Pampers, Always and all toiletries including Aerial Detergent, Dettol soap and OMO.

All in all, adverts are a primal requirement for economical advancement in a serious profit-making company.