Almaza has finally gone back to speaking Arabic. Something I have long been the advocate of.
Now that it's football season Almaza is going back to what it does best. Using the moment and being able to produce ads that catch the zeitgeist. I suppose in their case they are going retro however.
How so? By remixing the slogans of old ads they produced (2011, 2014, 2016 for example).
By using the same Arabic catchy word (Kes - cup - which in Arabic goes "world cup" and also "cheers to everyone") and applying it in 2022. Of course, legally Almaza can do whatever it wants because it owns the ads (not the creatives, not the agency who own the ads - this must be known). Also of note, it is the same creative who came up with all these ads throughout the years (considering it is the same client, it might pass - sorry for the football pun!).
So Almaza is back to Arabic. Yay!
Do note, I am all for brands using or rehashing old ads. If it worked once, it can work twice - or in the case of Almaza - third time is the charm. But hey.... There's always a football tournament somewhere.