The best ads don’t feel like ads. They feel like something worth watching, sharing or talking about. Here’s what we’ve learned from making TV commercials, billboards and social campaigns for brands across Ghana.
1. Lead with one idea
Every great ad can be summed up in a sentence. If yours needs a paragraph, it’s doing too much. Pick the single thing you want people to remember and build everything around it.
2. Make it feel local
People notice themselves. Familiar faces, places and phrases make a message land faster than any special effect.
“If your ad needs a paragraph to explain, it’s doing too much.”
3. Plan for every screen
A TV spot, a billboard and a 15-second reel are different jobs. Shoot once, but cut for each format from the start so the idea survives everywhere it runs.
4. Measure what matters
Reach is a start, not a result. Agree on the numbers that matter before you launch — calls, visits, sales, sign-ups — and track them from day one.
