The other day I had to go from Sassine square to Monot - a trip normally that takes 20 mins on foot. It took around 105 minutes for me to get there. Why? Because Achrafieh was - post ABC mall - completely plunged in the dark. What's with government electricity coming at barely an hour a day, and generators only covering apartments (with exhorbitant prices so the residents pick and chose which rooms to light), I almost tripped twice, thankfully found a hair salon still open to at least "see" something in a dark street.
All this is to tell you that Tide has actually instigated billboards that light up - and if this is not a sore need in Beirut at this point I have no idea what else is. So the billboards which alternate other ads during the day became exclusive to Tide starting 7 PM - an idea which came about from our friends at Leo Burnett Beirut.
Of course, when advertising brings lights to streets in Beirut it basically tells you of how things are lacking on all respects.