All right, this dates back to 2018, yet Bonjus is pushing this as sponsored content now. I guess they went back to their archive and saw what worked and wanted it on display once more, because, why not? The ice cream line up is still the same, Phat2 is still very talented, and the ad revolves around the eternal adolescent "everything is refused/not allowed" or "refused/not allowed only on your turn" as sprayed in Arabic by Phat2. The only thing they can decide? Well, ice cream! Though the scenario does seem a bit far-fetched, perhaps the logic that sometimes youngsters don't get to take their decisions. So ice cream is a good way to leverage their opinion.
Thursday, July 3, 2025
Wednesday, July 2, 2025
Crepaway, unappealing grab-and-go
"Spontaneous detour? Nah. Just a strategic grab-and-go." Well, not seeing the strategy, but that might just be me. Well, in an ad that blends CGI to visual tricks to not-sure-what, Crepaway offers us the story of a couple where a woman magically touches the unipole on the street, squanders the French Fries on the ground but still gets to keep the burger (which transforms into the real thing with her touch). If she was that good, I was to see her touching the ad to make it a real thing as well. Believable? Not much. Spontaneous detour? They told you no. The rest is personal interpretation. See the film here.
Silkor has a winner on their hands
Silkor does not always get it right (here and here) but when it does, well, it is off the charts. Look at this beauty. To be honest, I almost missed it, but when I understood the ad I was incredibly impressed. Well, in Arabic the greeting goes "ahla w sahla" (short for "you are family among us (ahl) and reaching a place which is easy and no harm would reach you (sahl)". Which brings us to Silkor which headlined "A7la w sahla" (a7la means "more beautiful"), the visual is a lowkey of a woman with a travel trolley going through the Silkor gate in a wink to foreigners coming here to get the beauty treatments Silkor offers. I do think this work really, really well.
Monday, June 30, 2025
Tawfeer flexes its cart muscles
Well, you don't see that every day, a cart flexing its muscles. Well, the image is from their instagram although the campaign is all over the billboards. Tawfeer prides itself for its low prices (actually "tawfeer" literally means "sparing money"), and they are emphasizing the slogan "no one can beat us" ergo the card with the flexed muscle as a visual. Is it tacky? Yes. It is visually arresting? For better or for worse, yes. Does it hit the target audience wishing to spend less? In today's economy in Lebanon, also a yes. So, regardless of the visual, the campaign delivers indeed for its desired audience.
Sunday, June 29, 2025
President goes to Paris and does not take you along.
All right, call me foolish, but the new President ad was... confusing to me. The main headline? "Enjoy Paris", well, silly me I expected a raffle draw, or a prize consisting of 2 tickets to Paris, or - you know - other ways to have a coffee a Flore at the expense of President. The smaller line? "with the taste of President", because really nothing is more anti-climatic than enjoying Paris while eating cheese in a country which is still reeling under the many ailments Lebanon is reeling, instead of offering me a ticket and a Schengen visa to boot. If was to enjoy Paris, it would not this cheesy way (pardon the pun).
Saturday, June 28, 2025
Tekram emphasizes speed
I have spoken about Tekram and their lovely name prior (here), yes, this was a me-too product, but at least they know their strength (or perceived strength) and are emphasizing on it. The key word? Speed. Apparently they are promising very fast delivery in two ads which are plastered throughout the highway. "Wash your hands, the food your ordered is on the table" and "go open the door, the stuff your ordered arrived". In a lingo that can be understood by everyone, Tekram is reaching people "at their own homes". Note that since the pandemic, delivery companies became the trusted partner of many households, especially that many are prioritizing convenience (an example would be that many work remote these days, so they cannot go out and buy things so ordering them becomes more logical). So Tekram is now playing its own game.
Thursday, June 26, 2025
Saint George is back, thankfully and finally
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Photo credit Lance Aramouny |
The Saint George is back.
No mean feat, trust us on this one. After years upon years of being treated unfairly and done dirty by everyone from Solidere to Zaytounah Bay, the Saint George seems to be back. Even in his death Rafic Hariri managed to inflict incredible harm on the Saint George due to proximity of the explosion.
But to quote Chris Rea's album title there's "new lights through old windows". To be clear, no, I was never part of the Saint George hayday, or even a client there (can't even swim for heaven's sake!) but the emotional element is still there. A proud, majestic landmark which got caught up in the hotel wars, then subsequently victim to greed and evil folly.
Still, the image above as linked to the one and only Lance Aramouny is a testimonial that you can't keep a good man (or landmark) down. What is right will come back. And come back it did. Again, I have no idea why I am being so emotional about this, but knowing that the Saint George came back from the brink is something to make everyone proud.
Vivement the Holiday Inn!
Sunday, June 22, 2025
Jeep does Father's Day
Before anyone else, there was Jeep. Not the new iteration shown in the ad above (a very good ad mind you), but the original, passepartout Willys - considering we hail from Lebanon that was one ubiquitous mode of transport for armies and militias alike (so basically it is indeed part of the Lebanese collective memory). But on such a day where the drums of war seem to be very present in the region, suffice to say that maybe the new one was more fit to print. As I said, yes, it is the father of all 4x4 because it is not uncommon to name all the category after that specific brand - meaning I have a (insert car brand) Jeep. So with this, have a nice father's day.
Saturday, June 21, 2025
Hallab 1881, a horrendous father's day ad
Remember the atrocious Hallab 1881 ad for independence day? (here). Well, guess who is back with more of the same? Or rather less of the same, because honestly the bar is too low and they managed to pass beneath it. Copy? Soppy borderline horrible. Execution? Seriously, who even thought about this. And concept? Please, let us not insult intelligence here. If you want to see the ad at your own risk and peril go here. Whatever Hallab is doing, whether with or without ad agency, please let them stop. As the saying goes, "when in a hole stop digging", Hallab 1881 is armed with a shovel.
Friday, June 20, 2025
For companies, LUV is a three-letter word.
This editorial will appear on the Communicate issue 184, Q2 as I am the editor in chief of the magazine in question.
__________________________________________________________________________________
For
companies, love is a three-letter word.
Is
there an alphabet soup to make companies feel better? Let us try these:
• CSR: Corporate Social Responsibility
• DEI: Diversity, Equity, and Inclusion
• ESG: Environmental, Social, and Governance
Corporate
Social Responsibility (CSR) initiatives have increasingly become a focal point
for organizations striving to align their operations with ethical standards and
societal expectations. However, despite the growing emphasis on CSR, many
companies encounter significant challenges that hinder effective
implementation. The failure of CSR initiatives often stems from a lack of
genuine commitment from leadership, insufficient stakeholder engagement, and
inadequate resource allocation. These shortcomings not only undermine the
intended impact of CSR efforts but also contribute to skepticism among
consumers and communities regarding corporate intentions.
Furthermore,
the divergence between assimilation and integration programs within an
organization can exacerbate these failures. While assimilation involves the
adoption of external social norms into corporate culture, integration requires
a more profound transformation that aligns business objectives with social
values. When organizations struggle to reconcile these two approaches, they
risk creating disjointed initiatives that fail to resonate with both internal
stakeholders and external audiences.
Diversity,
Equity, and Inclusion (DEI) programs have become a staple in organizations
aiming to foster inclusive environments and promote social justice. However,
despite their widespread adoption, many DEI initiatives face significant
challenges that hinder their effectiveness. Research indicates that these
programs often fail to achieve sustainable change due to various factors, including
employee resistance and the complex nature of measuring success.
One
primary reason for the lack of effectiveness in DEI initiatives is the subtle
resistance exhibited by employees. Researchers emphasize that resistance can
manifest in ambivalent ways, complicating efforts to gauge support for these
initiatives. Employees may outwardly endorse diversity while undermining it
through passive-aggressive behaviors or disengagement. This duality suggests a
deeper issue within organizational culture, where superficial compliance does
not translate into genuine commitment to diversity goals.
I
am trying to be very simplistic here, while untangling something legally very
complex, but the gist of it is this: Corporations are considered “persons” under U.S. law. As a person, one is
expected to be ethical toward their families, neighbors, and communities at
large.
It
has actually been proven, however, that inside every act of generosity lies an
element of selfishness. Meaning: If I do good, will I be rewarded in the
afterlife? Will God return my act tenfold? Will I gain good karma? Naturally,
in the same vein, companies expect their contributions to society to ricochet
back to their sales. (According to the World Economic Forum in 2021, across 25
countries surveyed, 70% of respondents stated they prefer to buy products from
companies with values.)
According
to the MIT Climate Portal, carbon offset credits “fund
specific projects that either lower CO₂ emissions or ‘sequester’ CO₂—meaning
they take some CO₂ out of the atmosphere and store it. Some common examples
include reforestation, building renewable energy, carbon-storing agricultural
practices, and waste and landfill management.”
Here
are some examples of greenwashing:
• In 2019, McDonald’s
introduced paper straws that turned out to be non-recyclable.
• The European court ordered Shell to reduce its carbon
emissions by 45% by 2030 compared to 2019 levels. It was the first time a
private company had been ordered to reduce emissions by a fixed amount within a
defined time frame. (This ruling was overturned by the Court of Appeal in The
Hague in November 2024.) Meanwhile, the company still claims in its ads that it
supplies 100% of household energy—despite that energy simply coming from the
grid.
• Back in 2020, Delta pledged $1 billion for a plan that
included carbon offset credits and supposed reduced jet fuel use to cut
emissions. The company is now being sued over its claim to be “the
world’s
first carbon-neutral airline.”
• As part of its pledge to recycle all packaging by 2030,
Coca-Cola—through WPP Open X, led by Ogilvy New York—transformed its iconic
script logo to encourage recycling. The logo, now appearing crumpled like a
ready-to-recycle can, debuted in major Latin American cities. However,
considering the company is the world’s
largest plastic polluter, many question the motivation behind the campaign.
Some
brands, on the other hand, end up playing both sides of the field, making any
judgment incredibly complex.
Take
Zara as a generic example. On the one hand, several factors bolster its
reputation:
• Sustainable Collections: Its “Join
Life” line uses organic cotton, recycled wool, and other sustainable materials.
• Textile Recycling Program: In-store recycling bins are
available for customers to deposit used garments.
• Energy-Efficient Stores: Many retail locations now run on
renewable energy.
However,
on the other side of the spectrum:
• Fast Fashion’s
Environmental Impact: Zara’s
model of quickly producing trendy, cheap clothing in large quantities is
inherently unsustainable.
• Worker Exploitation: The brand has long faced criticism for
poor working conditions and low wages in its supply chain.
• Greenwashing: Its recycling schemes, while promoted, are
relatively small compared to the business’s overall scale.
Another
brand, Patagonia, is often seen as a beacon of environmental protection.
However, paradoxically, it must still sell products to fulfill its objectives.
Some of Patagonia’s
positive factors include:
• Recycled Materials: Many products are made from recycled
content.
• Fair Trade and Ethical Sourcing: The company partners with
Fair Trade-certified factories.
• Repair and Reuse Program: Customers are encouraged to
repair and reuse products, promoting a circular economy.
That
said, Patagonia is still a business, and like others, it has trade-offs:
• Shipping Impact: The carbon footprint of global
distribution remains high.
• Synthetic Fibers and Microplastics: Even recycled
synthetics release microplastics into water systems.
• Pricing and Accessibility: High prices limit access to
eco-friendly options for some consumers.
When
it comes to DEI, the picture is, at best, a mixed bag. News cycles now proclaim
that DEI is dead. Several major U.S. brands—including Bud Light, Target, John
Deere, and Lowe’s—have
faced pushback. The phrase “Go woke, go broke” is often repeated
like a mantra.
Still,
according to U.S. company data:
• 75% reported an increase in women in leadership; only 14%
saw a decline.
• 56% saw an increase in senior ethnic minority executives;
only 23% experienced a decline.
• Companies sharing disability workforce data doubled in the
past three years.
• 14% now have an LGBTQ+ board member.
Yet
despite this progress, McDonald’s—like
many companies—has pulled its targets for "aspirational representation goals"
in senior leadership and supplier diversity. Still, 30% of its leaders come
from underrepresented groups, and 25% of its suppliers are diverse-owned,
fulfilling previously stated quotas.
Meta,
meanwhile, dismantled its DEI program at the start of 2025, just before the
investiture of the 47th U.S. president—who then issued a presidential order
banning DEI programs in federal agencies. This move has sent shockwaves through
the private sector. Some companies are pulling back entirely; others are reorganizing.
But this is no laughing matter—it’s
a directive from the top of the chain.
In
our region, even gender balance remains a struggle. Just 31% of GCC marcomms
(marketing communications) professionals report equal or near-equal male–female
leadership representation (defined as 40–60% in favor of any gender). A
majority (54%) report low representation, and almost a third cite very low
representation, where women make up fewer than 25% of leadership. Only 30% say
a woman holds the most senior role—CEO, CMO, MD, or founder—in their
organization.
To
call all of this “confusing” is an understatement. What
one region struggles with isn’t
even on the radar of another. There is no one-size-fits-all solution for CSR or
DEI. Each society, community, and country faces its own unique set of
challenges.
But
for companies, sometimes, simplifying to three letters is more than enough.
Wednesday, June 18, 2025
Promarché - win with a car(t) for its 5th year
Well, sometimes it is the easiest way out. But why not? I for one do not distinguish between high brow creative and creative because this is what sells. In case any explanation is needed - Promarché is basically promising you that if you buy for a certain amount in your cart, you will be eligible for a raffle which would win you a car (no t at the end). Sure the creative mix is easy but again, sometimes it does not take a lot to a make an ad which explains without getting into a lot of mental detours. The car is a Toyota Yaris by the way, ideal for going to... supermarkets?
Tuesday, June 17, 2025
CIS and technical colleges
Sunday, June 15, 2025
On using celebrities in ads - the case of Nadine Njeim and Gliss
I recently spoke about Nour Arida in the new Marie France campaign (here), but this is different - I am speaking of the new Nadine Njeim in the Gliss ad. Miss Njeim is nothing but a mega-celebrity. Not just actress but also someone incredibly famous, whose life, looks, and outings are scrutinized under the microscope. I am neither defending or attacking here - but her level of celebrity is indeed, quite enormous. Which brings us to... "the new ad by Nadine Njeim". Not just her, think Haifa Wehbe (when she was at the height of her stardom) or any other celebrity of A-list star. More often than not, you will think "the new ad by so and so" (actually I hear the expression a lot of the time) and... there is no brand in tow! Sure, as professionals we might be more intrigued by logos, strategies behind the act etc, but to the layman or woman, I honestly don't think anyone really pays attention. To them, it is the star above and foremost. Just to be honest, as I took the photo I was too mesmerized by Miss Njeim's look so much the brand only appeared as I was reviewing the photo on my phone. Could this be an indication?
Nahnoo, goes to/against the beach
If Nahnoo had a confusing first outing (here) and second outing here (here), this one, is at least clearer, or so I think. OK, so that the coastal facade of Lebanon has been taken over by private conglomerates and maritime complexes for years upon years, most of the illegal, Nahnoo is proposing to actually report such instances (not sure how or what can be acted upon but that is another - confusing - story). Still at least the line is nice - and comes directly from Lebanese culture. It roughly translates into "the beach is for everyone, not for some people but not others" as I said in Arabic it flows better. Interestingly, whereas Nahnoo decreases the level of ambiguity this time around, it did not disparage it completely. Baby steps... In the sand.
Saturday, June 14, 2025
Bonjus is... Cool.
Bonjus seems to be, well, cool. Of course when one thinks Bonjus perhaps the pyramid juice box that comes to your mind, but the empire is much broader than that, it includes juices in several sizes and packaging and a whole division for ice cream. A long long time ago (no, in a galaxy far far away :) ) there was a "Bonjus lick" - لحسة بونجوس - campaign for the ice cream part which was such a total disaster. But hey, let us leave that in the past. Today, as I said, or rather as they said, Bonjus is cool and goes all out on a major campaign everywhere. The idea is simple, you put "since (date of birth of the person in the ad)". Works like a charm. But there is even an Easter egg everyone missed, the ad that said "Cool since 1962" - is actually the real date of the creation of Bonjus. So that was done with a very smart wink to history. But one that might have gone amiss. Refreshing indeed. Or actually? Just downright cool.
Thursday, June 12, 2025
Marie France, reframing the male gaze.
So finally, as in finally, the male gaze has been reframed in terms of women's lingerie. Introducing the new campaign by Marie France. "I wear it for myself" - yes!!! Not for any man, not to seduce, not to flatter, but... to feel good about one's self (herself specifically). So there you go, Marie France goes out and bold. In the process they splurge a large cheque for influencer Nour Arida. Mind you I am not the target audience, maybe this helps? I am not sure, the way I see it any other female model could have done the job (I repeat perhaps women respect Arida and want to emulate her). So with this, Marie France has actually cracked the code.
As a side here's a story about Marie France:
In 2010, the country woke up to the ads of lingerie and pantyhose brand Marie France being ripped. The first reflex was that a Muslim fundamentalist did so, a while later a person I know told me "did you see what I did to the Marie France ads?" - the man in question was married, educated in Lebanon and Europe and still found it logical for him to to rip the panels for what he called "anti-Christian values". The same day he did what he did, the Marie France agent called Voix du Liban and said "I wish to thank that person for what he did, now even men are aware of the brand, so thank you for the free publicity".Monday, June 9, 2025
Health Up vs Diet Pepsi (compare and contrast)
I am not saying they did, I am not saying they didn't..
But the margin between Health Up and Pepsis is pretty, well, almost "zero". You might argue that Health Up used "me3na" or meaning and Pepsi used "taste" but in slang it means "meaning", and Health Up used "meaning" which in slang... Sigh. Yes, Pepsi are just off the airwaves, so Health Up could have at least looked out the window.
Sunday, June 8, 2025
McDonald's (no, you are not drunk)
In 1995 we did a major presentation about the environment (yes, I know I was ahead of the curve), the invite had a "double font" - one of my teachers asked me "are we supposed to be drunk". Well, not only was I ahead of the curve for the environment, now McDonald's did the same with the font. In all honestly I cannot say I dislike it, because, ahem I did it before them. But the ad really does a cute element to it. And the price is basically unbeatable to be honest.
Saturday, June 7, 2025
Galaxy Kunafa Pistachio: A rose by any other name.
Stop. Please. Stop. That whole Dubai chocolate thing has gone stratospheric so much that Galaxy jumped on the bandwagon. So without further ado, presenting the limited edition Galaxy Kunafa Pistachio, a Dubai chocolate by any other name. Was the original overyhped? You bet. Was it tasty? Well, that's a matter of personal liking. Should it be replicated? Please, no. I mean already the original was too much to handle. And now this! Do I think this had gone over the roof? Yes. So honestly, not sure I have a lot of respect for the Galaxy me-too at this point.
Friday, June 6, 2025
Deek Duke - the harder they fall
Look for a long time Deek Duke was fine in terms of image and presentation. You could go there knowing what to expect, knowing what to look for, having an idea about the decor, placemats and all. It was lovely and consistent. Now Deek Duke is back. With this. Incomprehensible. The image above is part of a campaign - but all of them under the same umbrella: the same deek/djeje (rooster/chicken) saying "frankly, I love it" (insert meme of the chicken going to KFC). Where does begin? And when (not where) does one end? Pity they went so low with this. I was told the sentence comes from an influencer, Joy Tasidis. So even if putting all of this in context, it still does not work. Of all possible options, they went this this. No idea who is behind it, but I find it sad that this is the effort they thought was worth plastering all over.