Choc-Ole is punching above its weight

Now this is a strange one. The first thing I checked online about Choc-Ole was the price. Which was neither more nor less than any of its competitors. The reason I did that is because the ad, no matter the "Arabic" copy, surely targets some uppity fragment of society. Sure, all ads invite you to dream, but somewhere, there is this feeling that Choc-Ole is for a wealthier audience, which is not the case. Interestingly, if you compare with with Marie (here) everyone can relate to the protagonists, in this one, I am not sure. It feels much more aspirational rather than real. The end copy could have been a slam dunk but it left me cold. "le? la2ano atiab chi". Mind you le? (which is in Arabic means "why") should take you back to "Ole". La2ano atiab chi - means because it is the tastiest. A bit too generic if you ask me. In other words, an ad too well done for a product that should reach all audiences, with a stress on the lower socio-economic strata. See the ad here.

Mink and Valentine's: Will the real Mink stand up please?

That I am a fan of Mink is no secret. They landed on my best yearly ads several years - no mean feat I can assure you. Their classic Ksara ad for 2023 is mind-blowing (here).  Which brings us to this underwhelming series for Valentine's this year. Apart from "single and ready to minkle" (which is passable) the rest are - sadly - too below their usual standards (and mind you, it pains me to say it). Nothing works, either they are too forced, or too plain, or too "meh", or too McCafe-already-did-that-just-two-months-ago (here). Which is surprising coming from a team which kept churning hit after hit after hit. Ah well, on to the next, no point getting stuck in a bunch that was really, well, did not work at all. Let's see what's down the line and forget this flop.