As creatives, the argument you’ll hear from most clients and agencies is that the Ghanaian audience “doesn’t get it.”
That’s their excuse for putting out mediocre work. Ghanaian ads are over dramatic, literal and patronising because we feel like we have to be cheap to be widely understood.
This is BS. There may be contextual challenges, but that’s no excuse to produce crap.
Ads can be local, authentic, and still classy.
You have to keep this in mind whenever you’re faced with compromise. Get out only your best ideas. And fight for them.
Otherwise you’ll be like everyone else. Nobody gets noticed for being like everyone else.
3 examples below. You judge.
Ad one: http://youtu.be/94uQcFHPUgc