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.