Maliks is at it again, oddly they fell on a good idea. Which of course means they have the worst most cheapening art direction ever! Because, of course! Now there might be a bit of undertone on this ad meaning that "M" is also "oum" (or mother in Arabic) but I don't think they dug that deep and they just went with the first letter of the logo. But again, Maliks and I said it many times just tries too hard, except on this one, idea-wise they were really really on the money. So here's hoping.