Well, you don't see that every day, a cart flexing its muscles. Well, the image is from their instagram although the campaign is all over the billboards. Tawfeer prides itself for its low prices (actually "tawfeer" literally means "sparing money"), and they are emphasizing the slogan "no one can beat us" ergo the card with the flexed muscle as a visual. Is it tacky? Yes. It is visually arresting? For better or for worse, yes. Does it hit the target audience wishing to spend less? In today's economy in Lebanon, also a yes. So, regardless of the visual, the campaign delivers indeed for its desired audience.