If you think about it, most ad's are a recycled concept... e.g. all Win-a-something-kinda-valuable ads in Kenya have the same life-cycle. Horrid graphics with lot's of "yellow" to allude at "striking gold", with the corporate colors around... The ad then evolves to show some of the winners, who necessarily tell you to keep trying one day you'll win etc etc...
I actually commend Safaricom for looking outside our borders for a change. Most ads are mundane, predictable with a similar script...
When it comes to originality, I think you need to protect your ideal legally... Think about it practically. Corporations are full of individuals... In TV Station X, there is an individual whose job it is to come up with new shows... What happens when he's ran out of ideas than poor little university student comes with a host? If little university student is hired, he will eventually upstage the old guard, so what's the best thing? Steal the idea, and move on. The kid will 'survive', no mortgage or children to feed. It's not necessarily the corporation that steals the ideas... If you think about it, most people who have been able to deal with the top management of organizations don't have such horrid stories, the "management is looking into it" comes when you give an idea to the person who is supposed to be developing ideas, then he is threatened... One scenario, IMO...