Seems Nok Nok has a new series of ads. The idea is to insert a product inside a word - since they deliver a whole array of goods (that Spinneys bought them contributes to the push I guess). So the i in cosmetics becomes a lipstick, the o in groceries is a lettuce. A pillow for the o in homeware. The campaign seems to veer off towards a different territory with "one flare" for a perfume and "one scrub" for a sponge, which makes this, two campaigns in one (read: the client wanted both so everything got mixed up).
The art direction is fresh, not too exuberant or anything but it does the job. The idea of inserting product in words however goes back to the aughts (2000-2009 more specifically 2003-5 where it was everywhere back then).
As I said Nok Nok, not the leading deliverer in Lebanon (the honor goes to Toters) is perhaps benefiting from its new ownership to make a wall to wall campaign.