At the beginning of my career in advertising a major coffee brand was the client of the agency I was working it. I presented my creative idea so seductively, the owner of the company said when I finished "now I feel like I want a cup of coffee!" - if I say this it is because, well, there are ways to make the coffee (or in this case the coffee machine) desirable. The one used in the ad is not it.
Thankfully the two end lines remain from the previous agency - "coffee as it should be" (el ahwe 3a oussola) and "wherever there is coffee, there's Najjar" (wayn ma fi ahwe, fi Najjar). Still, honestly, the sight of the man and the woman in the ad "pretending" to enjoy their coffee is - truly - a sight not to behold. Watch the ad
here.
