Tuesday, June 16, 2020

Ksara plays the optimism card.

Ksara just played the optimism card with an ad that goes "keep your glass raised" (khalli kesak marfou3) a riff on the typical Lebanese resilience, pride, and upbeat thinking no matter how bad the situation - and this situation is indeed incredibly bad. Whereas I am not questioning the timing of the campaign which is an essential morale boost, it did remind me of a campaign in the 90s for Almaza beer whose teaser was "rfa3 rasak"- keep your head high - and the reveal was "Almaza bterfa3 el ras" (Almaza keeps the head high (because duh you need to raise your head to drink beer) - or figuratively, "Almaza makes you proud"). 
I know, I know, this is not the same slogan but at some point the figurative analogy came back to my mind.