In this advertisement, Australian creative director Barry Owen asks, ‘What is the significance of a Western jingle to a person who dances beautifully to the sound of a bamboo flute?’ Click here for hi-res image. In Kenya, people are lucky to earn $10 a week, and about 70 per cent are illiterate. The principal medium of advertising is radio, and the commercials have to be written in nine languages. When you advertise cooking fat, you have to make your recipes fit tribal eating habits; don’t give the Kikuyu recipes for fried fish – they regard fish as snakes. There are only 30,000 television sets in a population of fourteen million, but mobile cinemas take entertainment to the rural population. In this environment, contests work well. Unilever offers scholarships as