Mechwar ray7in mechwar? Ministry of Tourism knows kitsch works

First it was Ahla Bhal Talleh (2022), then Ahla Bhal Talleh Ahla (2023), now? Mechwar ray7in mechwar. First a background, this was a hit by Ronza and Wahid Jalal from the movie Akher el Sayf - the end of summer (here). The translation is literally "a trip, we're going on a trip" (alternatively it could be a joyride, journey, spin, hanging out or simply "take a breath of fresh air"). Is it cliche? By God it is. But if Ahla Bhal Talleh proved anything it's that kitsch works. But hey, common denominator always works, especially in Lebanon. So here we are, a "mechwar" it is and the Ministry of Tourism in Lebanon has adopted the idiom (the song dates back to 1980 and is credited to Ghady Rahbani - lyricist and composer). So onwards we go... to a "mechwar".

Ahla bhal talleh - gets a remix for 2023

Remember when Donald Trump revealed that the slogan for his (current) campaign would be "make American great again, again" and got lambasted over the internet (here). Well, do you also remember the Alha Bhal Talleh campaign by the Ministry of Tourism (here). Well apparently this year, the campaign is going to become "Ahla Bhal Talleh... Ahla" (yes, "again, again" I know). Also as a side joke, "Ahla bhal talleh ahla" makes it become like a song by our late diva Sabah so someone has  been riffing on the lyrics and making a joke out of it (here).

Now why change the campaign (of which I was not a fan)? Why remix the slogan? Would that make it more potent or seductive or welcoming? Who knows, maybe the double clocks we had make everyone see double (and write double) lately. 

Whatever it is, just add it to the illogical things happening around us. All I can say is now I feel like some KFC (here).

KFC strikes while the iron is hot.

It is one of those cute ads that come right on time.

Award-winning. Not really, but this does not hinder it from being exactly when it should be.

OK, now why so? Remember the - as I called it - baffling "Ahla bhal telleh" tourism campaign? The one where I said its target audience is.... bizarre? (please see here). Well KFC is now out with "Ahla bhal ta3meh"... A twist on the official campaign's slogan. Originally the slogan means "welcome handsome one" to which the KFC twist is like "welcome to that taste".

Pretty close, funny enough, could only work in the current context, but hey, they stroke while the iron is hot.

Ahla Bhal Talleh: A baffling campaign to encourage tourism in Lebanon

All right, call me baffled. Apparently there is a new campaign to encourage tourism in Lebanon - but it is plastered on Lebanese highways. What does that mean? It means - as the bumper sticker used to say - "if you read this you're too close". In other words, if you see this campaign... Then you already are in Lebanon and there's no need to seduce you to come! Tada!

Not that difficult. Now, if the aim is seduce Lebanese people to go sightseeing, please factor the price of the fuel, the price of food, the price of this, that - and if you aim for a family of four that's already like burning the budget for a full month. 

Again, call me skeptical and unrealistic. But am serious, to whom is this campaign addressed? It seems they are aiming for the expats, but as I said, if they see this - they're already here (I am trying not to mention the chaos at the airport where everyone is passing through the metal barriers to greet loved ones and where people are on top of one another it seems at the arrival section). 

As I said, I am baffled.