Advert Analysis: Drop that yam

If you are an ardent reader of the Advert Analysis Column of this magazine, you will notice that I have remained consistent in maintaining that the telecommunications industry is on my A-list when it comes to adverts. From MTN “Aben Wo Ha” to “Make Your Change With Airtel,” I have outlined many elements that have made these adverts outstanding in my opinion. Yet again, I have been proven right with the new Tigo “Drop That Yam” advert. Let’s take a quick run through the commercial.

The advert begins with a “knocking” ceremony of a lady. During the rite, a phone, which happens to belong to the would-be husband, rings? As he picks up to answer, the lady’s mother interrupts,

looking  astonished that a gentleman of his caliber would hold a phone she terms as a “yam” (a phone that is out of style or not trendy.) She indicates that even her daughter has a smart phone and urges the gentleman to drop the so-called “yam.” Embarrassed, the gentleman quickly drops the “yam.” The would-be bride tries to intervene but her mother ignore her and goes further to state that the gentleman’s “yam” will not be able to capture her daughter’s wedding on Instagram, Facebook and Twitter. After the chastisement, the “yam,” which had turned into an animated phone when it was dropped tacks at the helm of the gentleman’s trousers, pleading with him not to mind the lady’s mother because it (the “yam”)has a “torchlight and radio.” The voice over comes in with the summary message and the advert ends in approximately one minute and one second.

What Did Tigo Do Right?

1. Employing the Cultural Element: With advertising, anytime you employ a cultural factor that resonates well with your target audience, you get people’s attention. Marriage and its associated ceremony is an integral part of the Ghanaian culture, “and if it must be done, it must be done well.” Introducing yourself as a potential husband to a girl’s family is a big deal; you must impress. The whole setting of the marriage and the “yam” drama is something that is very common in our society. Parents, especially the women, want what is best and nice for their daughters. So the woman’s insistence that the gentleman “drops that yam” is not far fetched. “If you cannot afford a smart phone which has become relatively cheap in this day and age, what makes you think you can take care of my daughter?”
2. The Character Mix: Your message will determine how you position your characters. Here, Tigo employed different characters, representing diverse demography – from the old, middle aged to the young. This signifies that everyone can use the said phone no matter your age.
3. The Language Mix: In the advert, the lead character spoke in both English and Twi. English is our inherited language, which is spoken during formal events or interactions, whereas Twi is the predominantly spoken language in Ghana. By using this mix of languages, the advert melts that barrier and makes the phone acceptable by all; “local” and “exotic.”
4. The Colour Merge: There is something most people tend to ignore when it comes to advertising and that is the “display” of hidden elements. In the advert, the bride to be was wearing blue while the groom to be was in white. These colours symbolize the union between Tigo and Samsung. Guess what both of these companies have as their corporate colours? Yes, exactly as I mentioned earlier.
5. Pricing: At the end of the advert, the price of the phone was given a special mention; “a cool GHC 250.” Apart from all the functions this phone can perform, it has also been made affordable for the average person.

I read a feature by a writer in the Daily Graphic about the need to have creative, innovative adverts. In there, he made reference to this particular advert and expressed his sentiments over the use of yam in a negative light, thereby demeaning its value. In as much as I appreciate his submission, I think in this advert, the “yam” was used metaphorically. It is not uncommon for you to hear people calling an outmoded phone “Gomoa Bankye” or “Yele Ponaa.”

This advert was made to evoke humour with something the target audience was familiar with. Contrary to other opinions, I think this advert is great and deserves two thumbs up and five stars.