The Beirut Marathon will be held next week, and bit by bit, it is taking over the city (this road closed, that road whatever....). Ariel not to be left out of the brouhaha has issued a very smart ad - "a maratonish day deserves a champion detergent". Get it? The woman simply happens to be "running" with coffee in tow. That the timing is so close to the marathon, and with Ariel not being an official sponsor is only a testimony of smartness of whomever did this ad. Insinuate rather than say outright.... Smart indeed.