Many of you are too young to remember that when Al Rifai was first "launched" professionally - we are talking late 80s, its first selling line was "drives you nuts". And it continued using it for a long long time. Which means that this Almaza - Al Rifai one-time combo is basically bringing it 360 - or full circle.
Interestingly, "drives you nuts" was one of the first waves of selling lines (as opposed to slogans) following the lovely "plante la joie" of Exotica. Which means that at the time, few brands actually had "signatures" and it was basically introduced bit by bit into the market.
As a side note the ad above is as cheesy as a fondue.