Khoury home has a great new selling line

A lot of you were either not born, or in diapers, or do not even remember, but Khoury Home, eons ago, started off with "Khoury Home, ma bi sakker wala yawm" (Khoury Home, doesn't close any day). Add very slapstick ads such as a man with his eyeglasses tilted on his face and a shocked look on his face with a line such as "look a the price!" (in English) and you get the drift. Well, that was then. Khoury home, has a new selling line - which I find both pertinent and very smart - "min ghayro?" (who else but him?) because considering the top of mind Khoury Home has for many people, the question does indeed ask itself. As soon as you think for any electronics, home appliance, this, that, one of the first names to come to mind is actually Khoury Home. So yes, "min ghayro?" does stand to reason. 

Sitos from Master has good and bad news

Well, there's some good and bad news on the Sitos from Master front. The good news is that the bag design has been updated, making it sleek, efficient and working. So that's nice. The bad news? Not sure the line or positioning (don't know which) is up to the test. "Badda Sitos" (it needs a Sitos). What does? A hijacking? A suicide mission? A tough situation? An unsolvable advertising brief? (OK fine I invented the last one to poke fun). But my logic stands. Do note there are two ads, for two different flavors, visually as I said - since the bag is now neat - the ads work on that front. But with the perplexing line, I find myself unable to understand the whole thing. Could it be that "it needs a Sitos" for me to understand?

Tomohi - the app that links people to experts

As they say, there's an app for everything. And here we are. For anyone who needed to be in touch for an expert, Tomohi (which translates to "my ambition") is here. Some ambitions are "to be the most knowledgeable in the office" others include "making my salary last till the end of the month" and so on and so forth. Whatever it is, apparently Tomohi can link you to an expert to talk it out. I am not sure I was either seduced by the design or the typography. But perhaps someone else, meaning someone who wants to talk to an expert, might find this interesting.

Dunkin', the World Cup, and small Hallab story

As reported by Mohamad Haidar (here) Dunkin' has a new beverage cup for the World Cup. As he suggested, we ought to look closely because not all countries are represented. How come? Well, Saudi Arabia, Iran and Iraq are all missing, because their flags contain the word Allah, and since the cup is disposable, the name might end up in the trash. A very sensitive and sensible move. But as always with me, a certain hidden story related to the Lebanese story.

Long long time ago when Abdul Rahman Hallab was executing its branding, eventually the name (which now mostly trades under Hallab 1881) made it to the napkins of the store. Obviously one cannot anticipate all feedbacks, and since "rahman" (merciful) is among God's 99 names in Islam, and this created a scandal with the sheikhs who took the whole thing to heart and very badly advocating for people to boycott the shop. Obviously peace meetings did happen and eventually, at the time, it was agreed that only "Hallab" would figure on the napkins in Arabic and "Abdul Rahman Hallab" in Latin.

Obviously, on many of their brandings right now Asr el 7ehlo (palace of the sweet) or Hallab 1881 to bypass the original problem. 

Beirut Beer World Cup bottles

Look everyone does it every time so nothing is new. So Beirut Beer is jumping once more on the World Cup bandwagon. For heaven's sake every beer brand does it - for reminder here's a sample from the last edition of the World Cup (here). For this edition Beirut beer titled the bottles as the teams are usually called (The Three Lions - England - La Albiceleste - Argentina - A seleção - Brasil - Les Bleus - France - Die Mannschaft - Germany). Before anyone accuses me of being a football aficionado, just remember there is something called Google. With this, at least effort was done this time around. I still did not see the Almaza output though. For the copy Beirut Beer went for "The game is international, the cheering is Lebanese" - and make no mistake, Lebanese take their cheering very seriously. 

Bihar, Fries Lab, Boneless, Crave's #CompareandContrast

Thank you Joe Abou Assaly for compiling this (here). I shall file this under my usual "compare and contrast" category. However, this time it does not matter who did what before. What matters is the state we are now at in the ad industry in Lebanon. Seriously, if Oscar Wilde is correct that: "We are all in the gutter, but some of us are looking at the stars." I am not seeing those looking at the stars, on the contrary, I feel the hole is being dug deeper.

Khoury Greek Yoghurt - from simple to football

So just very very lately there was a Khoury Greek Yoghurt ad. Then boom, suddenly it became a Khoury Greek Yoghurt dipped in World Cup sauce. German Precision? Well, with apparently the jersey having 5 stars instead of four (as discovered by Anthony Raad (here) - who also took the photo whereas I took the original one myself) apparently precision is not the epithet we are looking for here. What is interesting is that only few days ago, the ad was - well - a "normal" ad. But there you go, if "we week is a long time in politics" as Harold Wilson famously said, in advertising and marketing it is a century.

So 3anjad ma badda hal2ad... turned out to be... a song?

Remember this? (here) It turned out to be that! (here), a Ministry of Tourism campaign it seems in the shape of a song by Dany Chamoun. The idea - apparently - is that Lebanon is full of wonders in the smallest space possible (though obviously for security reasons, the areas covered in the video clip were simply swatches of Kesserwan so far relatively out of the line of fire - you know cable cars, Casino Du Liban, Christ the King, Our Lady of Lebanon, the views from the sea) and obviously for good measure a lot of stereotypes (the only surviving Mercedes Ponton taxi, the VW Camper, the old stone houses, the tabboule, and all else). Production wise, well, we've seen all of this before in ads (am thinking Byblos Bank (here)) and even video clips (the immensely visually beautiful "Ya Osas" for Julia - here - which minds you dates back to 1994), this does not negate a good production value - even if the song is a little ho-hum (but what do I know? Maybe this is what is au courant these days). Perhaps the video is destined to expats and people who might or might not be planning to return this summer to Lebanon where the situation is always up in the air.

Whomever the "Lebanese Leftists" are, their sense of design is impeccable

A cleaned up version (by Tarek Chemaly) of the posters on Beiruti walls 

Yes, we all heard about the posters being plastered in Beirut, yes, apparently they may or may not be related to the Hizb, yes, it seems that their design might or might not stem from the Hizb flag, yes, the saying on the said posters (between you and us, days and nights and the battlefield) might or might not be related to the said Hizb again. This being said, what an impeccable design. The poster is signed "Lebanese Leftists" whomever those may be, but the throwback to the early designs of political posters (I invite you to see Zeina Maasri's site Signs of Conflict - here - which agglomerates posters dating back to the Lebanese war from many political parties and organizations) is simply beautiful. Clear signals, minimal elements, striking colors, and single-minded messaging, along with some very respectable typography. Seriously, that is one masterful exercise of graphic design.

Happy and Tawfeer go to price wars

Tawfeer and Happy are hitting the sweet spot Lebanese have been lately responding to - prices. Well, since as I often argue, brand loyalty is out the window since the financial crisis hit Lebanon in 2019, Lebanese have become extremely price sensitive, so much that both Tawfeer and Happy (who dub themselves as discount supermarkets) actually initiated a series of billboards with their latest discounted items on them. I managed to capture those of Happy but not for Tawfeer which had other ads for opening in Jbeil by the way. So I resorted to Instagram for the way both are going for the jugular in terms of prices.

On the streets it goes a bit like this:

So yes, each one is just displaying products, the latest price discount, on billboards, on the streets, and obviously, Lebanese find this comforting as they try to save bucks left and right (do note this is by no means a judgement, as most of us are in this situation).

Whereas, a mentioned, Tawfeer has its own products on billboards, now they are also stressing the opening of their Byblos branch, using - what else but? - that lovely house by the sea next to the archeological site.

So all of this is truly a reflection of where the Lebanese people stand now. Incredibly seduced by price reductions, not exactly caring about the brands they buy, and basically just wanting to stretch their salaries as much as they could be stretched.

Petro Elite makes sense in its own logic

Petro Elite (here). Now here me out. 10452 km2 is Lebanon's supposed area (Shebaa farms included if you must know), so Petro Elite which started as "Antelias needed correct diesel" - now goes "10,452 km2 needs correct diesel". Logical in its own logic. But one must be aware of the original campaign, and since it was not exactly widespread, confusion is indeed permissible in this case. To them it was stretching it out, because yes, you start with one area and then cover the whole country (well, supposedly that is, as I have no idea about their logistics), but as I said, independently the ad can be tricky to understand with the prerequisite which - apart from my own coverage - kind of went below the radar.

I am eating my words, finally a teaser worth its salt

I am eating my words (here). After bashing teaser ads left and right, now I am... Intrigued! Well, finally a campaign that makes me wonder "so, what's the product" - recover like you mean it, when life gives you lemons do not add sugar, less crash more comeback - unlike the Spinneys which was a dead giveaway, the other campaigns raised eyebrows but not interest, this one was done really well. Sleek layout, several messages, actually it exists in two colors - the blue and the yellow - and with several copy sentences that make you guess but not exactly say anything explicitly. Well, at some point, after all the fiascos we have been subjected to, at last a campaign worth its salt. 

7UP, just bring Fido Dido back

I am not sure but am speculating this new 7UP ad by Impact BBDO is more aimed for the Gulf than Lebanon. No matter, the ad - whereas it explicitly refers to summer woes (from flip flops melting on asphalt to the AC not handling the situation, to everyone having their clothes sticking on them) and then the obvious relief when someone reaches to a 7UP from the refrigerator leading to - literally - an avalanche which basically ices all the villa they seem to be in. The ad is sprinkled with characters being "cool" - long hair for the guy, and the girl pushing down her sunglasses in surprise - if the soundtrack references "Ice Ice Baby" then the whole thing is a bit unclear. But whatever, there is such a staged element to this that makes you miss Fido Dido from the 80s (here) which made you really want to drink a 7UP afterwards. Because "it's cool to be clear" (يا لذيذ يا رايق) - Watch the ad here.

Maliks is 5 mins away from this ad

After many flops (here) and some bright spots (here), Maliks has basically exhausted our patience. Now it is on the different tracks, though not completely a new one. Let me explain, the "ma7loule" (it's solved) is still there, the unifying background color too, thankfully no more idiotic riddles which were truly beyond the comprehensible, and now - apparently the ads are GPS positioned or something. Because whenever they are pasted, it goes "it's solved, 5 mins from here". I have no way to confirm the veracity of the ads to be clear, because apparently wherever they are there is a Maliks 5 mins away (as I said, no idea about the truthfulness of the statement). Well, unfortunately after really going through those idiotic riddles, anything can feel marginally better from Maliks, even if the bar was quite low.

Faddoul Supermarket has a brilliant new(ish) logo

Faddoul Supermarket. Apparently one of the best supermarkets in Lebanon even if it only has one branch. But the products, service and experience are - according to hearsay - second to none. And it has a brilliant new logo. How new? Well, let me be honest, last time Faddoul used its older logo was Sept 22 2025 on its facebook (here), the first time it used its new logo was Sept. 23 of the same year (here). I could be mistaken but it was only recently that the logo made it to the outside of the store - have not seen it displayed prior (say, 2 months ago).

What is brilliant about the logo is the exceptionally smart use of the negative space to make the letter F... And if you look closely, there is the S as well but also, because we all put our supermarket bags tospy turvy - for good measure if you flip the logo (and apart from the negative space) you have another F coming your way.

Like how cool, smart and incredibly smart is that?

Mfm - the voice of right and truth

Now this is an interesting paradox. Mfm was just launched on June 1rst. Under the umbrella of the Michel el Murr media panoply. Yet, his other assets - namely Mtv and the newspaper Nida'a al Watan, are seeing massive licensing and salary cuts which has touched the news department (which before was judged untouchable), so currently news anchors and reporters have had their salaries cut to 60% of the original sum they used to earn before the 2019 financial crisis along with letting go of all producers and therefore letting the reporters themselves edit their own output. Reports also indicate the Nida'a al Watan only runs 200 units per day and had to let go some of its main analysts and writers.

So launching a political radio might seem an anomaly. But interestingly, Michel's brother, Jihad (spelled also Jyad here) started off the whole empire in 1979 at the tender age of 14 with RML (Radio-Mont Liban) a major radio station which also engulfed during different iterations Hit FM, NRJ, Nostalgie (some still existing, others not). So perhaps this is a full circle for the family, which mind you is embroiled in a legal dispute - which goes back and forth in the courts of law in Lebanon over, you guessed, the control of the media empire.

To go back to the Mfm well, they are launching with the selling line "the voice of the right and the truth" - which is much closer phonetically in Arabic. 

El Maestro Energy has a secure target audience

Well, at least am not late to the party (here) - El Maestro has an energy drink. Who is the Maestro you might ask? I got the info here. "Al Maestro is a Lebanese content creator and businessman who shares his inspiring journey on #ABtalks. He reflects on his challenging childhood, marked by conflicts between his parents. Later in life, after facing threats and deception, he made the difficult decision to leave Lebanon. This led him on a journey through Dubai, Iraq, and ultimately to Egypt, where he settled for 10 years. During his travels, he ventured into various businesses and launched his own brand, Maestro Chocolate. With financial stability, he returned to Lebanon to create content focused on helping others and discusses his motivation behind it. The interview also sheds light on his family struggles and the unwavering support of his wife throughout these challenges".

Just as a disclosure, I have not tasted his Maestro chocolate which caused a stampede and a frenzy when launched, nor do I have the interest to try his energy drink - which again - might cause a national shortage once present in the market. But hey, to each his own. So the energy drink comes with the line "3alam tani" which translates into "a second world" or more metaphorically "a different/enchanted world". With it obviously a photo of the El Maestro in full camouflage regalia. 

I guess this might be seductive to his target audience. Considering am not part of it, I shall withhold any judgement.

Crepaway does a fleeting moment of summer

Summer still did not come where I am. Weather is still coldish. But hey, at least other people can celebrate it because technically it is "summer". Crepaway is celebrating. Two young friends (the jury is out if these are twins or just Gen Alpha who are lookalike), lot of (presumably Crepaway) food, a clear blue sky (where can one get it, I wonder?), smiles and laughter galore, and "summer buddies ready, what else is new?". Oh and I love how the logo is on the napkins (with red background to make it more showy). Because yes, these two youngsters are at the cusp of becoming full-fledged adults, where responsibilities and taxes come back to bite them (without even considering that one, or both, will end up immigrating elsewhere). So enjoy it boys, enjoy the food, the beach in the background, the bromance/brotherhood (still no idea if they are or are not twins), time is indeed fleeting as you shall discover soon.

Boneless has one ball to play with

Not sure who thought or approved this but, dirty football balls do not mix well with food the same way that man was gifting his girlfriend a pair of shoes on Valentine's as they ate (true story). But someone thought they did now that the World Cup is on the way. The copy is "Got your back" and behind it a very unappealing assortment of foods including two flying breaded chicken breasts it seems. There is also a wrap lying on either a stone or another breaded item of unknown nature (or is that a rock?). A salad. And a flying burger to book. All this on the most awkward color in the background. But someone did think this is a winning idea. Seriously.

Smash Plus - mosquito season is on

Smash Plus - this means mosquito season is on (though one cannot tell it by the weather where I am where it is always gloomy and very cold for a June!). Am trying to think of anything apart from the wonderful ad they had in 2021 (here) and their follow up in 2025 (here) and now they come with a double ad. "Akalna el baghash" which originally means "mosquitoes have eaten us" but if you add the Pac Man - and yes you are forgiven not to understand the nod - it means "we have eaten the mosquitoes" (this for the spay) for the tablets they went into "we took off the screen netting and installed Smash". Both work actually, and on the gates of a summer that still did not show up, seem quite timely.