Chateau Musar makes me want to be single this year

Just to be clear from the get-go. I am single. But that Chateau Musar atrocity for Valentine's was really a further proof I should be. I tried to look at it several times just to give it the benefit of a doubt, and every time I would, my dislike for it grew further. Everything from the horrible design, to the corny concept, to the overall feel, and no 100% pure love with the bottle included does not make me want to drop everything and buy that wine. Honestly, they are doing a disservice to the brand at large.

Musar Jeune drowns in banal copy

Another wine entry now that the festivities are nearing, this time courtesy of Musar Jeune. The visual, once looked in detail is actually lovely (the bottles blending in the landscape) the problem is that banal headline "bottling the soul of our soil" - so first degree it hurts. This I think is either suggested by the client or the creatives taking the literal brief as is because, sad for me to say, I see no spark in it. Of course, the bigger question is, how do Lebanese pick their wine? Without even doing research I can say depending on the price more than anything else. I have said it a million times, brand loyalty has gone out the window when everyone is incredibly price-sensitive among the Lebanese.

Chateau Musar - corkscrew for Independence Day

Chateau Musar has a new one for Independence Day (sadly it gives me an impression of deja vu - here). Still, on its own merit the ad is very good - it includes the product in the advertising. Still, a good one is a good one. Chateau Musar apparently wishes to greet every Lebanese (not just those in the army or anything).

Ixsir, another wine, same summer

Along with Ksara (here), Chateau Musar (here), Ixsir is joining the wine summer fray - from what I have seen, a double ad. The first goes "revive every moment" the second "great wines are born to great heights", truth be told this is not a "campaign", how could it be? When there is no creative concept tying them - but then again probably this is asking too much from a summer campaign aimed to sell. Still, and again, not to spoil the Ixsir moment, I also found this ad in downtown Beirut.

The ad is for Go Cola, the line? Revibe the moment. Once more the occurrence of both at the same time is a bit funny. Ixsir went revive and Go Cola went revibe. Oh well, you know the line "great minds think alike" but do you know the other half? "fools sledom differ".

Chateau Musar reeks of summer

Now that is an ad that makes sense. Summer. But make it with ice cubes straight from the freezer. You can almost taste the chilled wine - and when you say chilled wine, you imagine loved ones around a table on a boozy lunch that extends to the evening. And yes, this does conjures this image. Also as a back up a beach scene could be inserted - but I can't swim so let's go for boozy lunches. Now, to be clear, I am not accusing Chateau Musar of anything... but, me being me, I immediately remembered this 80s ad from Adidas...

Chateau Musar goes Valentine's

I admit, the snow heart is a bit gimmicky, but the copy does save the day. And here we are Valentine's ad trickling here and there, thankfully not the flood that used to cover us with anything that's anything but more like selected pieces now. And Chateau Musar comes up with  a brave show up! 

Chateau Musar and the juggling snowman....

For a long, long time, Lebanese wine brands gave out indistinguishable ads all dipped in burgundy colors, making it impossible to even guess what the brand was much less memorize it. Thankfully that tendency decreased and now we can actually sense more and more which campaign goes for which brand. Now, for its end of year showing, Chateau Musar offers us this drunk juggling mitten-and-santa-hat wearing snowman. The line "Wonderful Christmas Spirit" seems to lack a verb (such as "enjoy" or "welcome to the") making the ad even more peculiar. Here's to a more consistent one next year.