Lebanese Forces annual mass misses the mark this year

I have previously disclosed that at the agency where I was we had the Lebanese Forces account where we had to create an annual mass ad yearly (thankfully, I had a major hit back then). And also I was always very partial as to how they know their audience and what works for them (see 2022, and 2021 which also contains a mix of previous editions). This year, something is off. "For liberty to remain ours" - on paper the idea is good, but think about it: it has nothing to do with the annual mass or with the martyrs or promises anything substantial (compare it to the classic "ta tdall jrasna tde2" - so as for our bells to remain ringing - a rallying cry for the Christians during the war). I think there is just a very "vague" element there. Maybe if they promised something concrete, or if they went back to the ads that worked, they'll know it is about honoring the dead one way or the other.

Lebanese Forces annual mass ad goes for the jugular

Ah, the Lebanese Forces just got sneaky.

I said it before, these ads (for the annual mass of their martyrs) work for the specific target audience they have in mind (here) and as a full disclosure I myself did an ad for such an event in 2004 (my take was "they did not become martyrs for us to leave our land" - and it was a total smash hit as well). My point is that this year the Lebanese Forces went after their arch-rival the Free Patriotic Movement.

The FPM have been paddling the words "el 3ahd el awi" (the strong mandate) ever since General Michel Aoun was elected president (it is his party after all). But "3ahd" also means "commitment/promise/pledge" by giving their ad the headline "el 3ahd lakoum" (the pledge is for you - note I picked the most fitting translation) the LF really went on to riff to FPM with what they hold dear.

Actually after the risible elections campaign (here) the LF displayed, this a return to form.

Do note that usually in these ads the "visuals" are more generic, in this case it is the sun coming after the dark clouds. Again, something simple and suggestive and easy to swallow for the base.

Lebanese Forces annual mass - the ads that constantly work for their audience.

A disclosure: I have previously done an ad for the annual mass of the Lebanese Forces via an agency I was working for. The ad became a classic. If I am saying so it is because the Lebanese Forces have the habit of acing their annual mass ads.

Here is 2016, 2017, 2018, 2019 for samples. Oh, you don't like the ads? That is because you are not the target audience. The ads are done with a very specific target in mind: The Lebanese Forces own supporters, and with that - they actually work brilliantly at hitting the correct tone of voice, the right words, the tailor-made message which is flawless and which actually works.

This year's iteration is no exception. Their tagline riffs on poking the Hizbollah because the Lebanese Forces were the first to claim the word "resistance" and the "continuous resitance" seems to go back to this brilliant ad they did at the time for their mouthpiece Al Massira (see here for details).

Anyhow, as I said if the ad resonates with you or not is beyond the point - it is done specifically for a certain kind of people, and for such people, the ad words wonderfully.