Jif, one night, five triumphs

Jif comes winning out of the gate: The break up, The makeover, Mr Laz2a, Let's Tex Mex, Wen Sobatteh?

For a campaign entitled "One night: Five disasters" or rather "One night: Five triumphs". So let's recap how bad can one night go? Apparently quite bad between Nadine breaking up over a man she just met an hour ago, two girls going a make over a bit more like a 4 year old applies lipstick, the one guest who never leaves, the two boys trying to Tex Mex, and the hilarious - hilarious - gag of the guy who lost his shoe running in several of the disasters (wait till you see what happens when he finds it). Side note - the gag reminded me of Emir Kusturica's "White Cat Black Cat" but that's a different discussion for a different day.

Still, I am still laughing at Nadine, the guy with the shoe, and - ahem - my own misadventures in terms of Tex Mex-ing. I had promised Pimo - the agency behind it - that whenever they do a misstep they will hear it from me. But guess what? They did not!! 

Tannour el 3asr - rhyme crime

Remember Tannour el 3asr? (here) - well, they're back assuming they ever went away. Their first ad was cheesy - but it looks like totally straight-faced when compared to these new iterations. "Easy to digest, but you are cuter" (cuter in Arabic is "ahdam" which means easily digestable). "On the scale, I now feel safe" (safe and scale rhyme in Arabic as "mizen" and "amen"). I told you from the get-go, this is difficult to swollow, or digest, and the ads are certainly not calorific (which is a good thing I presume for the brand). Still, whomever is doing this is doing rhyme crime so better stop.

Bellvie, an ad so smart it left me confused

First the facts: Comparative advertising is banned in Lebanon (here and here as examples), so you cannot name the competitor directly (weirdly enough the links show it happened twice - it also happened directly with Brinol washing detergent when competitors were shown in the background clearly, but ad agencies reeled against this, this was when the law had just been immediately passed). The second fact is that I am smart - with tests to prove it. 

Now Bellvie: The ad IS very smart but it had to have someone else explain it to me. Why? Because "Salim" a lovely Arabic name, was featured in the ad. Except that Salim and Slim (as in Slim Oil, the main competitor of Bellvie was mentioned in the ad) are spelled in the same way in Arabic. I know, I know, very smart. And to top it all, they used an Arabic expression that went "ask someone who tried, but don't ask a doctor" which was detoured as "ask someone who tried but don't ask Salim/Slim" (do note in Arabic doctor/7akim and Slim/Salim rhyme). All this while pointing to a guy who is supposed to be "Salim"... Because... Tadam, comparative ad is banned.

Yes that's a lot of explanation for an ad. I was still asking who Salim is, if you wanted to know!

Blanchor goes World Mental Health Day

Try deleting this. For World Mental Health Day Blanchor said it as it is. Some stories cannot be deleted. Anyone who has suffered in terms of mental health, knowingly or unknowingly, and this from a Lebanese with a generational trauma, cannot delete what is going on inside their heads, worse, most people would not even understand what he/she is saying, and even worse? Our day to day language either banalized mental health issues or dismisses them. Answers such as such "snap out of it" or the "I am depressed too" abound. No, you are not depressed, you are having a bad day, depression is way more serious than that. But again, people's way to actually dismiss this is uncanny. I hope, really hope, that "hearing" such stories will make the person better.

Zaatar w Zeit goes spicy.

Source

We are a far cry from Fattoush pas a mon pote, but again, different times, different audiences, different ways of talking. Spicy is in fashion, well, the ad is very correct when it comes to art direction - red is indeed spicy in terms of colors (and appetite-opening - also a known fact), the model stands her ground in terms of self-confidence. "Savor our new items collection" - as if they have a clothing brand as opposed to a food and beverage chain. Does the ad work? Apparently many people still flock to Zaatar w Zeit, not just older clients but also youngsters as well. So I guess some of them will try those spicy new menu additions.

For good measure, below is the classic Fattoush ad - dated 2010. Before the logo update by Nineteen84.

On that country that makes no sense but still does.

Ah life in Lebanon! Never a dull moment. Anything can - and literally will - happen. Since 2019 we have been going from a crisis engulfed in a catastrophe hidden inside a disaster, and we go on from one to the other without the first having finished (as we try to get our money from banks since 2019, we have navigated covid, the lack of a president, being pounded on the daily by Israel, while still dealing with the Syrian refugee crisis, and that's just before having breakfast). 

Still, I caught a video online while absent-mindedly scrolling. A couple of Japanese tourists have chosen Saydet-el-bahr in Batroun for their marriage photos. So far so exotic as is. But there you go, a bunch of Lebanese well-wishers enter the picture (literally!) with their improvised poetry (that starts with ewiha and ends with the zalghouta). And for good measure, a traditional song follows "3arisina cheikh el chabab" (our groom is the eldest of the youngsters) as the same people encircle the bride to give her the proper greetings.

All this in a country still reeling under as many problems as there are decimals in "π" but - again - what other population would celebrate within the calamity, either in a bakery or on debris of their house?

Slowear, always the cut above (25 seasons together)

Slowear never ceases to amaze me (here and here). And here they are at it - again. Elegantly, discretely, without shouting, without too in-your-face attitude, with plenty of calm and understatement. Slowear is celebrating 25 seasons together.

 "Slowear Beirut has always been more than a store. It is a home for a community of gentlemen and dear friends who share our love for timeless elegance. Through the ups and downs of country, your trust and kindness has allowed us to remain true to our promise: offering not only luxury, but belonging.

 We stand today because of you, and because of that, we are forever grateful. Join us in-store to celebrate our 25th season together.

 With Sincerity,

 Slowear Beirut"

I am still waiting for a more respectful, kind and lovely text to come from any of the upscale stores in Beirut. It won't. Because all this reflects the ethos of the founders. 

Also, still kicking myself for not getting the Pierre Louis Mascia scarf that was on sale there.

Awal chi... Almaza deserves a victory lap!

Almaza has two back to back new ads (on instagram at least), the first "queen" is a wink on the election of the new Miss Lebanon (they had better entrances on this prior so am skipping this). Then... booom they have an incredibly nice one. I mean this harks back to their days being very much on the zeitgeist, of knowing how Lebanese banter, or really having an ear on the vernacular - heaven help us I am ventilating in superlatives here. But here we are... Awal chi bonsoir... Tene chi keskon (first a good evening, then cheers to you). I know, I know, too simple but it works - as in really really works. This is how people talk, this is what Almaza always stood for (at least during the Intermarkets days and within some nice flashes with Force Majeure). But I, impartial as I am, have actually criticized Almaza left and right (and center for a good measure!), but - this one made me melt. The beauty of it is that it came out of nowhere, a reminder of how good Almaza can be when it wants it. Here's hoping it wants it more.

Smeds - better late than never

Well, the ad dates to March 2024, as to why it only appeared on my radar now is a mystery yet here we are. An ad that does what is is supposed to do, but to be very honest, the copy is so flat - I mean for 15 seconds it goes on and on with little or no enticement. The ad is well produced this is for sure, is it creative? Well, should it be? (I am serious maybe too creative and loses what it is supposed to sell - a Proustian madeleine that takes you back in time, but make it cheese). The production value to be honest hides the rest of the flaws, which is good, because the rest leaves much to be desired. Also, "our cheeses bring us close" (or gather us depending how you will translate it) is really not it. See the ad here.

Nok Nok, a massive event, but what can Cafe Rio teach it?

To give credit where credit is due, let us start with here and here (and some behind the scenes here), the text comes from Nok Nok app "800+ guests, futuristic vibes, and one bold vision. Our new app launch wasn’t just about unveiling our innovation — it was about sharing a dream with all of you. A dream to make life simpler, faster, and better for every home in Lebanon. Thank you for celebrating this milestone with us and for being part of our journey to bring everything. anything. ONE TOUCH closer to you."
Not to confuse with the other "one touch".
The event was apparently coordinated by "Artists and more", also the text is from their page: "Over 200 crew members, a massive lineup of Artists, and just 4 days to build it all, 100% A to Z by @artistsandmore. Projections, holograms, lasers & special effects turned this launch into Lebanon’s most futuristic corporate event, marking the start of our Live Experiences department now serving 20+ countries."

To be clear, I was not invited to the event, nor was I seeking to (apparently I am not even on the level of 800+ guests, but I digress hihi). 

So what's my point?

Judging from the photos, the event was a total smash. Good for them.

Now, let me tell you this story:

A long, as in eons ago (early aughts), Cafe Rio entered the Lebanese market with a splendid ad.

It had wonderful story telling, hilarious details (a crocodile on the customs?), an sky high production value, a totally wanky cast. 

Within a week, brand recognition among customers was 95%. Unheard of.

The problem? Rio was still in its testing phase. People bought Rio Cafe, disliked the taste and stopped buying it altogether. Rio went through an uphill struggle to regain consumer confidence.

So, again, why am I saying this?

On my Linkedin post about the atrocious ad for Nok Nok yesterday, comes this comment from JC Abi Saab: " That their call to action on the app should have been tested through a Beta period. It freezes. It does not send the verification code. Bottom Line: Failure in the story, on the promise and in the seamless experience itself." Apparently, the experience (or lack of it) was also shared by several other people.

So launching such a massive event for an app which apparently has not been tested rigorously will have a detrimental effect on consumers. 

Just remember Cafe Rio.

Nok Nok, just because you can does not mean you should.

Yesterday, I was kind of nice to Nok Nok (here), but this... Is inexcusable. And I do not care what the rationale is, or what the creative logic is (what creative?), or what they convinced the client with to end up with this atrocity - and that's a kind word for this mess. So it is about the Mona Lisa? But make it Bassem Feghali - lebanon's prime impersonator - in two different roles (his Antika Sursock and Mona Lisa Gherardini). And it goes downhill and incoherent from there.

It all makes zero logic, why would the Mona Lisa was a mixed salad, face cream, and chocolate? Why would this make any sense, for Leonardo to add the Nok Nok cap - why would she grow legs? Why... The questions multiply by the second for this atrocity of - an ad? Does it even merit the moniker?

Watch this at your own risk and peril here.

To be very clear, Scandinavian ads have a penchant for the surreal angle, but they make it work so wonderfully and it all ends up being a farce. Here? The humor is lost on me, and I suspect it did not exist in the first place.

Nok Nok, catchy but with an aughts feel

Seems Nok Nok has a new series of ads. The idea is to insert a product inside a word - since they deliver a whole array of goods (that Spinneys bought them contributes to the push I guess). So the i in cosmetics becomes a lipstick, the o in groceries is a lettuce. A pillow for the o in homeware. The campaign seems to veer off towards a different territory with "one flare" for a perfume and "one scrub" for a sponge, which makes this, two campaigns in one (read: the client wanted both so everything got mixed up).

The art direction is fresh, not too exuberant or anything but it does the job. The idea of inserting product in words however goes back to the aughts (2000-2009 more specifically 2003-5 where it was everywhere back then).

As I said Nok Nok, not the leading deliverer in Lebanon (the honor goes to Toters) is perhaps benefiting from its new ownership to make a wall to wall campaign.

OMT Pay goes zero

OMT Pay is here again... This time aiming to portray their zero fees from wallet to wallet. OK, I may be biased but the yellow really interests me especially when the situation in Lebanon is not that optimal, I love that color in ads. And so OMT or any of its derivatives catches my attention immediately. Now, the zero fees, well, let's make it a balloon... You know those inflatable balloons used for birthdays and all... Maybe they could have dared more using other "zero" shapes (you know such as round antique frames, and such elements). But the ad in itself is clean and clear and says what it does on the tin.

With Lebanese people fleeing banks towards solutions such as OMT, and cash, no wonder OMT is everywhere now.

Plein Soleil, disjointed slices of life

So Plein Soleil has a new ad for their milk. Right bang on back to school schedule. It clocks at 1 minute 10 seconds. The ad on the positive side is well-cast, there is a production value and tells correct slices of life for Lebanese people. On the down side it is emotionally manipulative in terms of going on with the stereotype that Lebanese people want their son or daughter to be the first in everything from school, to judo to you-name-it. The slices of life (anything from counting how much Watts the solar panels give, to daddy working abroad, to being stuck in elevators due to electricity cuts or all else) are correct and real, yet completely disjointed and not very logical (so far no one was able to decipher if this is one family or more in the casts - too many people, too many kids!).

Also the end screenshot "made in holland is such a letdown.

Please see the ad here.

Humain goes full AI for Saudi National Day with Monks

Humain just did an ad for Saudi National Day. Sure, this being a patriotic ad, they are allowed a lot of the usual bells and whistles without falling into cliche territory (a very fine line to walk if there was any). Now I was allowed to glance at the original strategy deck, so the core idea is this "Our direction builds from HUMAIN’s strategic foundation: positioning Saudi National Day as a powerful cultural moment that celebrates national pride while connecting it to innovation, progress, and global ambition."

Which is understandable for a kingdom with large ambitions, and the strategic moves to prove it, yet still has a very tribe-oriented mentality. Now the major innovation?

All of this is AI. Completely, totally, AI. This from Moey Shawash Linkedin post: "Proud to share our Saudi National Day film for HUMAIN.Built entirely with AI by a sharp and nimble team at Monks. Client led by Cherice Whewell, Mazen Bassil, MSc and Eid Dalbani. Creative led by Gavin Stradi and his extended creative team, and strategy by yours truly. Special thanks to Adem KILIÇ, Rafael Gabriel Costa Garrido and Irina Burres Kungurova."

There are a lot of people who are screaming murder with the new AI taking over, well, almost everything.  Then there are examples such as the above that argue the opposite.

The copy leans towards pride, without overdoing it, which again is an easy trap to fall into. But it is the end line which steals the show "3ezouna bitab3ouna" (our pride is in our character). That's a lot of guts packed in two words of Arabic. Note this is this year's topic issued by the government itself.

On the whole considering the low quality of ads produced for Saudi National Day, it is a total breath of AIr (hehe see what I did here) that Humain came up with this. So total Kudos for those who were involved. See the ad here.

Starbucks gets lost in translation

I think there has been a case of lost-in-translation. Starbucks has a new ad, which is supposed to be full of hype, coolness, edginess, but honestly is just tacky. See the effort here. The ad goes as far as it could portraying anyone as being "original" and too indie to believe (seriously the ad could have been in Venice California, or somewhere where people are completely over the top and think of it as normal). 

The problem? The ad was certainly thought of in English. "Only the original understands the original". Which in Arabic missed the trick - because the way "original" was translated was "اصلي" - or "the one who started it" which is different from "new; fresh; inventive" which also means "original"... So basically, the Arabic was translated as opposed to transposed. Or at least wrongly translated.

Dutch Boy - paint me confused

Dutch Boy Paints has a new ad.

Wait for it - they still believe in teasers and revealers. No, really. For the teaser "this is not a boy, he's a legend". For the revealer "Dutch boy has been coloring our lives for long". And then there's a boy who looks nothing like the famous Dutch Boy in the original boy on the paint box.

Look, I am not stereotyping but the kid in the Dutch Boy paints has a specific look, the kid is very blond, in coveralls, with a blue shirt. Can't you at least duplicate that? Fine a real boy that looks like the real mascot. Also, teasers and revealers? Seriously?

The 80s called and they want their ads back.

 

Halim aces its back to school ads

Halim! Yes, that Halim, the one that had the ubiquitous jingle during the time of war. Well, Halim is back, and is back is beautiful ads. Three ads actually. And the three of them are so nice. All right, where do we start? "to the one who cheats, to the one who does not" "to the one who doesn't give a hoot, and to the nerd" "to the one who is lost and to the wise one" - interestingly the slang Arabic used is lovely, though I am not sure "belou3" is still used these days

Beirut Beer - back to school thankfully

Beirut Beer is saying what every parent is whispering - the kids are back to school thankfully. Come on let us admit it, in the summer you need coordinate this, that, this other this, this other that, going outs, convincing them to leave their ipads and going out, and the laundry list is too long. Now they are back to school, giving parents a breather and some much needed time on their own - not to specifically do anything but simply to just destress. Now, Beirut Beer lets you celebrate that. Because "ca se celebre!"... Interestingly, IKEA has launched a campaign called "back to school, back to me" which flips the focus to parents (here).

Promarché - look who's talking now.

Deodorant? Lettuce? Cheese? Well, look who's talking now! (and no, not the film). So Promarché with the help of Joefish flipped the angle - what if products told the story and not the other way around. Interesting view so why not? The OOH campaign could not convey the exact build up but still managed with one still shot to transmit the idea of here's looking at you! But you'll have to be more open.... minded. Or open for more freshness and tastiness, because you never know when the right product will end up bagging you, not the other way around!