Picon just pulled its post Beirut explosion ad, emphasizing to how many NGOs and associations it gave its products to. Mind you, being a spread cheese which you can easily roll in a sandwich or an Arabic bread, it makes sense for it to distributed. The ad though, is filled with predictable visuals, which is fine. But honestly, the faux sentimental copy which accompanies it (with truly silly references to "teta" and "jeddo") is beyond irritating (for comparison for a staggeringly beautiful copy please refer to One Act). Honestly, the copy is so one size fits all it could have been any brand, not just Picon, since the majority seem to be adopting this pinch-me-till-I-cry tone. See the ad here.