Sunday, April 23, 2017

On the sacrilege of changing the YES detergent signature

Composite artwork based on the new Yes TVC by Tarek Chemaly
Regardless of what I feel (or rather do not feel) about the new Yes detergent TV ad, I am truly appalled by the ending frame prior to the packshot. Yes detergent has built an iconic signature since 1977 (when the first advertising featuring Abou Fouad - the legendary household extraordinaire who inspired my book 3 bi 1 - came to our screens) to the tune of "lal ghassil, lal jali w lal tondif" (for laundry, for dish washing and for mopping). The new ad changed those words - which have been drilled into the unconscious of the Lebanese population - into "lal jali, lal tondif, lal na2e3" (for dish washing, for (toilet) cleaning/scrubbing (formerly referred to as mopping), for (clothes) dipping/soaking).
I am at a loss of words!
Who had this idea to begin with?
Who approved it?
Who let it out to the public?
If you want to change legendary slogans (terms I do not use lightly!) then please come up with a different concept altogether..
Sorry, some things are inadmissible, and this is one of them.

Archewallogy 7 (20/40) or how Beirut talks through its walls.

Archewallogy (or the fusion of archaeology and wall) is an oblique way of seeing the city. Images (usually 4) are juxtaposed next to one another around a central theme to illustrate it in as many angles as possible. Religion, lust, sex, violence, politics, fanaticism, music, nights out, liberalism, social issues, graffiti, tagging, ruins, edifices, love, scribbles, and the list continues... All conjoin each other in a city that I once described as snake that needs to shed its skin to survive.
If you wish to consult earlier Archewallogy books about Lebanon here there are: Archewallogy(RE)Archewallogy(TRI)ArchewalogyArchewallogy 4 or againstArchewallogy V (for vandetta). In addition, you might enjoy Archewallogy San FranciscoArchewalogy Amsterdam and Archwallojistanbul.
Other publications can be found on this link.
I will be releasing the 6th and 7th volume bit by bit for you! Hope you will enjoy them as much as I did documenting them.

Saturday, April 22, 2017

The majestic campaign of the Ministry of Culture

There's good copy, and agencies settle for it. And then there's excellent copy which one finds once in a while in an ad - the Ministry of Culture advertising currently on the streets is one such case. "Thabbet atharika 3ala atharika" - certify your mark on your (archaeological) landmarks (you're welcome!). The line reeks of high-end Arabic, and the subdued visuals on a black backgrounds only support the majestic sentence. What's there not not to love? You can read more about the purposes of the campaign here.

Archewallogy 7 (19/40) or how Beirut talks through its walls.

Archewallogy (or the fusion of archaeology and wall) is an oblique way of seeing the city. Images (usually 4) are juxtaposed next to one another around a central theme to illustrate it in as many angles as possible. Religion, lust, sex, violence, politics, fanaticism, music, nights out, liberalism, social issues, graffiti, tagging, ruins, edifices, love, scribbles, and the list continues... All conjoin each other in a city that I once described as snake that needs to shed its skin to survive.
If you wish to consult earlier Archewallogy books about Lebanon here there are: Archewallogy(RE)Archewallogy(TRI)ArchewalogyArchewallogy 4 or againstArchewallogy V (for vandetta). In addition, you might enjoy Archewallogy San FranciscoArchewalogy Amsterdam and Archwallojistanbul.
Other publications can be found on this link.
I will be releasing the 6th and 7th volume bit by bit for you! Hope you will enjoy them as much as I did documenting them.

Friday, April 21, 2017

Is Al Rayyes Beer an Almaza fighter brand?

Now that is interesting, Al Rayyes beer has a new offer - "the 6th is on the boss" (or Al Rayyes). But what is interesting is that they signed as an "Almaza distillery product" which makes me wonder: Is Al Rayyes Beer a fighter brand for Almaza? That Almaza owns the market's biggest share is a given, but Beirut Beer is stating to raise its head (mostly sadly in nothing but Almaza wanna-be ads or in fiasco-ish adventures of their own), so to diminish any chances of it expanding, Almaza might be throwing a "fighter brand" into the market.
For those of you who do not know fighter brands are brands thrown in the market to cut corners on the competition and eating from their market share. They do not threaten the hegemony of the main-selling product but what they do is give the consumer a choice different than what the competition is giving him. So in essence the consumer will buy the fighter brand instead of the competition, will therefore enrich the coffers of the original company but will also not threaten its flagship product's sales.
Smaller brands and upcoming ones struggle to gain footing in the market as it is, with Almaza distillery offering more choices, the terrain will get even more rugged. Doing lame ads will not help Beirut Beer either....

Archewallogy 7 (18/40) or how Beirut talks through its walls.

Archewallogy (or the fusion of archaeology and wall) is an oblique way of seeing the city. Images (usually 4) are juxtaposed next to one another around a central theme to illustrate it in as many angles as possible. Religion, lust, sex, violence, politics, fanaticism, music, nights out, liberalism, social issues, graffiti, tagging, ruins, edifices, love, scribbles, and the list continues... All conjoin each other in a city that I once described as snake that needs to shed its skin to survive.
If you wish to consult earlier Archewallogy books about Lebanon here there are: Archewallogy(RE)Archewallogy(TRI)ArchewalogyArchewallogy 4 or againstArchewallogy V (for vandetta). In addition, you might enjoy Archewallogy San FranciscoArchewalogy Amsterdam and Archwallojistanbul.
Other publications can be found on this link.
I will be releasing the 6th and 7th volume bit by bit for you! Hope you will enjoy them as much as I did documenting them.

Thursday, April 20, 2017

Burger King post-Easter offer - without the lent bit.

"Meat lovers are back with a vengeance" - so says Burger King in its new offer. So far nothing to write home about except for the bit where - just like McDonald's - Burger King is refusing to mention lent. You see it is customary for certain people to abstain from "red meat" during lent (which drives the surge of fish meal offers from the fast food giants in the Lebanese Market) so "back with a vengeance" is actually a wink to people who had observed the abstaining during lent, without mentioning it. It still baffles me why fast food two biggest entities have an issue with that - no matter what religion you are no one is going to deny you a Ramadan offer, so why not mention lent as it?