Almaza has two back to back new ads (on instagram at least), the first "queen" is a wink on the election of the new Miss Lebanon (they had better entrances on this prior so am skipping this). Then... booom they have an incredibly nice one. I mean this harks back to their days being very much on the zeitgeist, of knowing how Lebanese banter, or really having an ear on the vernacular - heaven help us I am ventilating in superlatives here. But here we are... Awal chi bonsoir... Tene chi keskon (first a good evening, then cheers to you). I know, I know, too simple but it works - as in really really works. This is how people talk, this is what Almaza always stood for (at least during the Intermarkets days and within some nice flashes with Force Majeure). But I, impartial as I am, have actually criticized Almaza left and right (and center for a good measure!), but - this one made me melt. The beauty of it is that it came out of nowhere, a reminder of how good Almaza can be when it wants it. Here's hoping it wants it more.