Dear brands doing idiotic work that makes no sense. Please look at Massaya! All it takes is a solid concept and the rest takes care of itself. The concept you ask? 1/3 Arak 2/3 water - which is the ideal glass calibration. Once you have this product-related concept all else falls into place. 1/3 blaming, 2/3 kissing. 1/3 lunch 2/3 farniente. 1/3 land 2/3 know-how. Then the line "kesna" (salute!). Again, it does not take much to do a wonderful product-related ad instead of dipping everything into idiotic "creativity". Please see the ad here.