Pikasso d'Or, 2025 edition

The Pikasso d'Or is among us again. 2024 edition was a rather good one, 2023 edition was a disaster. This year, there are the bright spots and the meh. How Omo was not Pikasso d'Or rather than a Pikasso d'Argent is literally robbing them of what was rightfully theirs - with all due respect to the jury this year. Pimo pulled a masterstroke, and I for one congratulate them on the output. Which brings us to the Pikasso d'Or itself for Almaza - not a disastrous campaign but not sure it merited the top award. Still, Massaya Lebanon (by the department) was beautiful and a total swoon, and Joe Fish went out with a lovely one for Abed Tahan. Mink as always excels with L'Orient Le Jour (again robbed of a better award in my opinion). Please see all the winners here.

 

Abed Tahan, the Mother's Day ad which slipped through the cracks

Ah all apologies to Joe Fish, this one slipped through the cracks for Mother's Day (which was March 21 in Lebanon). The ads are really cute to be honest. They present the problem and the solution at once. So how do you remediate eating peas to a child? An air fryer. A bad hairdo? A good electric brush. The traces of a iron on clothes? A new version that would not leave such burns. But at the heart of it, "you know she always had the best intentions". There's also, in smaller font "mothers, we love you" just in case the main message went astray. Still, this was a good one to come one and again, did not see it pop up in my feed till today. 

Abed Tahan vs Fedex - compare and contrast

Am not saying they did and am not saying they did not. But... This seemed totally out of the same box.

Abed Tahan and an early cohesive Mother's Day ad

Abed Tahan pulls an early one for Mother's Day (celebrated on March 21rst in Lebanon). The idea is simple, instead of gifting mother something that won't last, why not gifting her something that will? Trends only last a season, make up only 12 hours, flowers do not age age well (though I could ague about the copy on the last one). Also cute is the pseudo-digital visual treatment (reminiscent of old video games or early internet). On the whole is it a bingo.

Well, a long long time ago Lacoste issued an ad (1988 - signed Idees et Communication - Emile Achkar as creative) which went "Parce que les fleurs sont perissables, dites-le avec des crocodiles" (because flowers are perishable, say it with a crocodile), the band is obviously Lacoste. Do note, I am in no shape saying that the ad above is inspired by it or anything, I am just simply reminiscing on ads from times gone by.

But still that was a hit indeed for Abed Tahan!