OLX and IPT what goes around comes around *Erratrum

No, it's not exactly the same concept, but also no, it's not a different one either. For OLX it's "no matter how it flips, it comes back to you" and for IPT "everything comes back to you". See? Told you - to go back to go back to Paul Verlaine's poem "mon reve familier" - "ni tout à fait la même, ni tout à fait une autre," Not exactly the same, not exactly another". Of course that the two ads are running sometimes baely 200 meters from one another makes it a little embarrassing. But perhaps it is simply I who is embarassed, everyone else barely throws a glance.

PS - erratrum: Apparently for OLX marja3lak is "we are your reference" (whereas byerja3lak is "comes back to you"). Interestingly even if my very strong Arabic I missed that one.

Puck - back to school

Well Puck knows how to play its cards. OK the end game is that they are offering school tuitions - obviously you'll have to discover the terms and conditions inside the products after buying them (spread cheese, cube cheese and all. Obviously these are also good for sandwiches and the like for the kids to take them to school. But here's where the ad gets it right - by stroking the ego of mothers (a bit sexist? I think not in this case), "because you are the school". Beat that! "let Puck take care of the tuitions". I mean seriously whoever done this truly thought "how can I let mothers be proud?" because the tuitions seemed simply over and above.

Omo, quick wash, again

Omo - first this then this (2024 and 2026 respectively). Two very solid campaigns that made total creative sense but also - held their own with a campaign execution (meaning three or more derivatives of the same concept). Which brings us to the ads above, the new Omo campaign. The idea is simple, you are ready to go to your meeting, your party, your gym session but your clothes aren't. 15 mins and off you go. Now here's the rub the models feel too AI (yes, I know, everyone is cutting budgets and all). Then there's the heart-motif underwear. To their credit when they said pants/top/socks, they took off the pants and the socks but not the top - after all we are in a conservative society. I am not against the campaign but I surely did not fall in love with it like I did with the previous ones, specifically the 2024 one which was so relatable and believable.

Almaza - back to school

Almaza has gone back to school mode in what it does best - witty, simply, Arabic copy and just plain good old Almaza. The trick "in line" (the way students stand as they go to class, at least in Lebanon!). Sometimes, when Almaza shows glimpses of its old skin one wonders why their ads are all over the place (here) with no unified code, visual unity and even language coordination. With this one, they're good. But sadly, if history has proven anything, they're uneven.

Will the real Sandwich w Noss please stand up?

Rania Noureddine posted this on Linkedin (here). I almost refused to believe it. Sandwich w Noss, who built their identity on basically mocking light and picky eaters, is now targeting... the light and picky eaters. Sure, it won't be he first company to change positioning or target audience (look here for how Marlboro shifted from a cigarette aimed to women to the famous Marlboro Man). But Sandiwch w Noss was literally mocking the audience it is now chasing (sample: if you come to us for a salad, go then to Bachir (famous ice cream shop) for a scoop of hummus). And so now they pivoted to go along with the latest fad in the market. Everyone wants to eat healthy - counting calories and proteins and all.

So Sandwich w Noss, went from feeding the "hungry to the gluton" (their words) to putting labels on their calory count and protein content. Which, mind you, is nothing wrong - apart from the fact that they were belittling, insulting and laughing at the exact same people they are now chasing.

Newsflash. As Ogilvy said “The consumer is not a moron; she is your wife.” Or your friend, or your family member, or your office mate, or your co-worker, or your university study buddy. So basically, consumers tend to have dignity. And a memory.

Dimex - fighting with a me too in mind

On the surface of it, nothing to write home about. Another me-too product in the Lebanese market (also made in Lebanon mind you by El Safa Group - here). To be clear, no one near me stocks their products. But the Dimex bleach ad is everywhere. So, with the same shape, look, and otherwise efficiency as any other product, why bother with Dimex. Well, for one, the 1 Liter bottle is priced at 1 USD when competitors go for 1.35 USD. Its 3.75 Liters sells for 4.66 USD roughly the same price as the leading brand in the market.  

Dairy Khoury rides the protein wave

I must start this post with a confession - the 2 courses in nutrition I attended at University? I barely passed them. Nutrition did not mean a great deal to me. Yet, I know the market is flooded with protein this and protein that etc...It's the latest fad. Which brings Dairy Khoury to ride the wave of it all. "Looks like dessert, acts like protein" now, it seems their Greek yoghourt has 8.6 grams of protein per 100 grams. Now here's the trick cow's mink has 3.4 grams of protein per 100. So comparatively it is high. But compared to other dairy items it is on the low side. So basically, what they did is give selective information. Oh well.

Lapiara, a good argument for back to school

You know the old joke? A lazy student was asked by his parents about his first day of school and he goes "there's a lot of time wasting between the recess." Which brings us to Lapiara and the ad that goes "if it wasn't for it, I wouldn't be back" because well, the best time at school is recess with the home-prepared sandwich. Well Lapiara was a staple of children's sandwiches, even if I sincerely believe parents are now adapting to more price-sensitive alternatives for their household and this is not just limited to school sandwiches. 

Beirut Beer, a continuation of their Back to School previous campaign

Remember the previous back to school campaign from Beirut Beer? (here). Beirut Beer is back for more this year, even if a redux of the previous one would have been more advisable. Same two bottles celebrating "school bus is here!". As with the previous campaign, and considering how hard the summer vacation is to coordinate for kids, parents are only relieved that finally kids are back in school. Worth celebrating for sure (even if, for many, this was a little bit of a head-scratcher).

Mazda - that's Japanese to me!

Well, you know when you see people with Chinese tattoos? Likelihood is that they don't even know how to read the letters. Yet, there they are, prominent on their neck, or their forehand, or biceps, supposedly saying "peace" or "heaven" or whatever else platitude they were sold. So now at least you need to trust ANB for what they wrote in their ad. Does it say Japanese craftsmanship? According to AI decoding it does. So now you have it in Japanese and in English. Do I need to read it in both? That is the million Yen question. Well, considering 1 million Yen is USD 6,263 maybe I should have aimed higher.

212 - counterintuitive AI

So Kettaneh Mobility is introducing 212 to the Lebanese market. It is trying to emphasize the brand’s bold identity, military heritage, and adventurous spirit to life with the help of Createagency. So far so good. So the best was to do it is obviously to see the car via urban setting, in cities or cruising through the highway, and also obviously through Lebanon's rugged mountains, surrounded by wolves at night, bypassing fallen trees. That the whole thing was done in AI is baffling to me. If you are going to prove all this, why fake it? It could have been whatever small car in this case. Well, at least in the old days, beauty shots were, well, believable. Now I see this film bragging that it is not, while trying to prove what the car can do, supposedly, in real life. See the film here.

Open University: Les lendemains qui chantent

I admit, it took me a full day as to why the Open University ad seemed familiar. A young man and a young woman, with perfect teeth and smile, looking upwards for a glorious future. Wait, I had seen that before, countless times in propaganda posters! First the backstory, in 1938 Maurice Thorez then head of the French communist party uses the sentence "les lendemains qui chantent" - the singing days after - where a bright future awaits the working class. And here we are, just look at the picture in the ad (fine 100% equivalence etc...) but if you look at the photo used this IS propaganda.

Leap, another digital bank from a bank that defrauded you

Neo from Bank Audi, BO2 from Byblos Bank, DIGI by Bank of Beirut, Wink Pay by Credit Libanais. And now leap by SGBL.  Sounds familiar? Sounds like someone trying to get in from the window when they slammed the door shut in your face? Banks who defrauded you are now with a vengeance on the "digital bank" front. Well, sure, with the accounts capped at not-so-high figures and the withdrawal much less than the one in the traditional bank, and with them not truly advertising who the mother bank is, I understand the appeal. Mind you, the original money is still stuck in our traditional accounts. To be honest though "leap into moments" is lame. Very.

Ksara, a hope for what exactly

Am still trying to figure this one out. Is it about sunset? No. Is it about the end of summer? No. Is it about specific or social moments? Also no. What it's about is filling one's glass with a cheers "to hope". Let me be honest, I am not exactly an optimist by nature, but honestly just counting what the Lebanese population has went through since 2019, in itself, makes being optimistic a delusional affair. So honestly, I have no idea what hope they are cheering to. Or why would this resonate with stressed out parents trying to see how to pay their back to school fees. Or how it would entice a whole population still drowning from the accounts stuck in the bank, six years down the line. If in vino veritas, now we are in the presence of in vino delusio.

Samsung - back to school tablet

Well, what's with everything going digital, it is no wonder Samsung is advertising its tablet for the back to school and it comes with a free backpack. I mean at 139 USD the backpack is hopefully worth it. But again, it seems digital items are now part of the back to school items that students should pack with them. Interestingly, Sweden one of the pioneers of digital transformations at school, is now going back to pen and paper, because you guessed it, it turns out that having the answer without knowing how one got to it destroys your analytical thinking.

Nilky Matcha, it's cool to be like everyone else.

Milky Matcha has thousands of other links online. So if Milky is the brand (and I have no idea it is Lebanese or not), then it's too cool for school even if "cool minds drink matcha". Considering anyone and everyone these days drink matcha, I have no clue who the cool ones are. Nilky is apparently made in Lebanon (here) from the same group who brought you Today Chocolate, and health up. So I guess healthy items seem their department.

Dr. Tarek Mersal, the dentist ad with no teeth

Well, whomever thought, executed, approved and otherwise bought ad space for this one deserves to be the "before" image in this silly, sexist, not-very-smart, even-less-respectful ad. So "your wife is bothering you/being naughty? Bring her to Dr. Tarek Mersal" - the before image, dishelved, bad teeth, bags under the eyes. The after, you guessed it. Sexism? Sure. Incitation to domestic aggression? Of course yes. Brand awareness in all the wrong reasons? Duh. What is sad is that no one, as in no one, even bothered to understand how damaging and morally corrupt this ad is.

Promarché goes back to school

Promarché - now in back to school mode. Actually this is too subtle - pack to school. Sure the apple as earth globe and the pain de pie as cover of the backpack gives it away a bit more, but the smartness is there. Perhaps it is a case of blink and you'll miss it, but I love how this turns out to be. Well in the end the message is clear, creative and hopefully easily readable on the highway as cars speed by.

Xtra waking up with the house on fire with a teaser-revealer

Another teaser-revealer, this time the culprit is Xtra, the juice brand which has been missing from the airwaves for a long while (speaking of airwaves it seems the jingle is great on the radio, but did not hear it myself). Now I tried to long in to social media but seriously, Xtra is almost non-existent (their intsagram account is actually new! here). In other words the ad, the jingle, nothing is out there apart from billboards. 

So to go back to the ad, they go with the popular expression (to be honest not so popular these days!) "tibrid tibrid tibrid ta3" (tibrid is short for... ta3 bawred - come and refresh yourself and ta3 means "come"). So the revealer is the continuation of the expression "ta3 bawred, ta3 bawred, ta3 bawred, ta3".

So here we are - Xtra is a bit late in the game and trying to catch up. How this will translate on the ground is a different story though. Interestingly, Xtra is lower price that higher end brands like Maccaw or Libbys so perhaps it is a fighter brand and with all Lebanese trying to save a buck it might resonate with them.

Maliks - back to school with alternative facts

Well, just to be clear, the math is wrong. The geography too. But I guess this was the point. Even if, sadly, as you pass by in your car while trying to calm the kids, answer whatsapp, bicker with your spouse, or speed to get your home (maybe all at the same time). To be clear anything to the power 0 is 1, and there are 6 continents. But, with the dwindling knowledge these days, with kids hooked to their phone/ipad and parents having forgotten their math and geography, maybe these "alternative facts" won't register at all. On the bright side, no more riddles from Maliks!