Silkor does not always get it right (here and here) but when it does, well, it is off the charts. Look at this beauty. To be honest, I almost missed it, but when I understood the ad I was incredibly impressed. Well, in Arabic the greeting goes "ahla w sahla" (short for "you are family among us (ahl) and reaching a place which is easy and no harm would reach you (sahl)". Which brings us to Silkor which headlined "A7la w sahla" (a7la means "more beautiful"), the visual is a lowkey of a woman with a travel trolley going through the Silkor gate in a wink to foreigners coming here to get the beauty treatments Silkor offers. I do think this work really, really well.