The atrocities of last year are still in mind. I mean advertising wise for Army Day (which happens to fall on August 1st), not in terms of the horrible events the army had to go through - specifically at the border with Syria. Middle East Airlines (or "the cedar carrier"), whereas not "armed", did a preemptive strike. "The defender of the cedar, on land an in air" - "land-air" is an armed forces references of course. The ad, with nothing complex visually, used even the most basic of typographies (which could have been judged cheap elsewhere), does not to detract from its coherent, smart, and very focused central message. Ladies and gentlemen, this is how Army Day ads are done - everyone else, please take note.