Is this ad creative? No. Is this ad conceptually interesting? Also no. Is this ad exceptionally art directed? Triple no. What this ad does though is make you look, which in today's world is a rarity. As I said, nothing in the ad is exceptional, but it does what it is devised to do. Stand out, portray the product, and eventually make you buy it. Considering Cosmaline is a Lebanese company, this might attract a lot of people since brand loyalty got thrown from the window since the financial crisis started in 2019 and everyone started counting their pennies. So here's a thought, sometimes you need to go back and trade pseudo-creativity for something that actually sells. Cosmaline just did that.