RC vs Pepsi #compareandcontrast

OK, no one is guilty in this. Both brands used "mal3abna" (our playfield) - but because the campaigns are simultaneous, and because it takes forever for brands and their ad agencies and their management to agree on anything, this means all this has been stewing very calmly for a while and sadly came to fruition at the same time. either of the two brands could have retracted and change but now it is too late as their campaigns (obviously for the World Cup) have been revealed. As the saying goes "great minds think alike, and fools seldom differ). Both went for the lowest common denominator.

Bihar, Fries Lab, Boneless, Crave's #CompareandContrast

Thank you Joe Abou Assaly for compiling this (here). I shall file this under my usual "compare and contrast" category. However, this time it does not matter who did what before. What matters is the state we are now at in the ad industry in Lebanon. Seriously, if Oscar Wilde is correct that: "We are all in the gutter, but some of us are looking at the stars." I am not seeing those looking at the stars, on the contrary, I feel the hole is being dug deeper.

Roadster vs Bellvie #compareandcontrast

Shhhhh... No wait, I heard that sound before. Exhibit A: Roadster 2025 Exhibit B: Bellvie April 2026. Same sound, same distinctive hiss, but as always, I am not saying they did, I am not saying they didn't, but compare and contrast and you be the judge.

Joefish vs The Lab #compareandconstrast

So this is suspicious. Joefish published a Eid greeting stemming from the topic du jour - no not the war but rather AI. A nice one about prompts and moons (obviously because it is Eid). 4 hours later The Lab published a Eid greeting stemming from the topic du jour - no not the war but rather AI. A nice one about prompts and moons (obviously because it is Eid). Wait - something is deeply fishy or joefishy here. Either The Lab has no idea or honestly, they did have an idea - or rather someone else's idea. I am not saying they did, I am not saying they didn't - compare and contrast yourself.

Taanayel les fermes vs Hadeel rice #compareandcontrast

I know these two might seem a mismatch but, the Taanayel les fermes ad was done in 2018 and yet it is a twist for Army Day for one that said "our heart is white" (sadly I cannot locate it in my archives, I believe it part of the batch that went when I lost my hard drive so it must have been 2016). Hadeel rice has an ad that says "our heart is white". I am not saying they did I am not saying they didn't compare and contrast

Zod Security vs Maybelline (compare and contrast)

Let me be clear the "prisoner trick" in advertising is nothing new. And giants like Maybelline take months to do their ads and adapt them to different markets and all. Which is cool and dandy considering the big ad space they took over. The problem is that the Zod Security campaign is still on their Dbayeh Branch as we speak. And yes at one point the campaign was prominent in the market. So doing the ad back to back while the Zod is still in town is a little confusing. Still, maybe they did maybe they didn't, you be the judge.

JCC for Rossignol vs SV by Saudia: Compare and contrast

I am not saying they did, I am not saying they didn't, but the new label SV by Saudia reminded me immediately of Jean-Charles de Castelbajac for Rossignol. 

Kritika vs. Pringles - compare and contrast

I am not saying they did, I am not saying they didn't. Some of us - Krikita exempted - recall the Pringles legendary slogan "once you pop you can't stop". Krikita now comes with "you can't stop" - now the step between mixed nuts (Krikita) and stackable crisps (Pringles) is a small step away. You be the judge, compare and contrast.

Health Up vs Diet Pepsi (compare and contrast)

I am not saying they did, I am not saying they didn't..

But the margin between Health Up and Pepsis is pretty, well, almost "zero". You might argue that Health Up used "me3na" or meaning and Pepsi used "taste" but in slang it means "meaning", and Health Up used "meaning" which in slang... Sigh. Yes, Pepsi are just off the airwaves, so Health Up could have at least looked out the window.

Buco vs. Deek Duke - compare and contrast

 

Wait, let me get my goggles to see better... Oh? I am not saying they did, I am not saying they did not, but - honestly... I thought I was seeing double, and yes Buco did it first. Deek Duke followed. The rest of the imagery still gives the same feel but those are really too close for comfort.

Alabdallah vs FPM, compare and contrast

 

To be very clear, I am not saying they did, I am not saying they did not. The below ad goes back to 2009, the above is now on the streets (apparently Alabdalla sells chicken sandwiches). It just dawned on me it is the same person behind both ads - 16 years later. File under compare and contrast. I will need extra garlic for this one.

KFC vs. McDonald's - Compare and contrast

I am not saying they did, I am not saying they didn't. But KFC issued a cute campaign where they took off their doors to say they are open 24/24... McDonald's had done it in Ecuador in 2019. Compare and contrast and watch out - don't bang the door on the way out.

Compare and contrast Wolfofbey Vs. The Economist

So here we go - again. I am not saying they did, I am not saying they didn't....

The iconic The Economist ad. Then comes Wolfofbey.

A pastiche? A copy? An hommage? You decide.

Taanayel les fermes vs McDonald's - Compare and contrast

I am not saying they did, and I am not saying they didn't.

But there's an ad for everyone there. And yes McDonald's was the first.

Joe Lux vs Johnnie Walker: Compare and contrast

I am not saying they did, I am not saying they didn't but I had to do a full second look to believe my eyes. Well, ironically, Joe Lux is a hand-made shoe manufacturer who makes you a... walker?

Medco vs. Slim oil: Compare and contrast

Image - Mix between a photo from Nibal Hadchiti Dfouni and Tarek Chemaly's archive

I am not saying they did, I am not saying they didn't. But I guess the repertoire of jokes/double-entendre is limited. Meet Slim oil (the slogan dates back from 2000 or 2001 and was still used up until 7 years ago), and Medco. The idea is "zeit" means "same" but also "oil". Naturally the Medco ad is way too recent whereas the Slim Oil has been there... forever. But hey, every new generation of advertisers thinks it is breaking the mould when it keeps repeating stories already told (and for the record it seems Medco has an offer on oil change - either you win gasoline or a trip!) 

Puck vs La Piara - compare and contrast

At 100 years, La Piara comes late to the party. I am not saying they did, I am not saying they didn't, but the trick has already been played (and very well!) by Puck in 2011. Which makes La Piara a bit too late. In case you need any explanation - "arous" means both "tartine/sandwich" and "bride" which both brands used in their ads. Again, Puck wins easily.

Dark Blue vs Pepsi - compare and contrast

Am not saying they did, am not saying they didn't. But this new Dark Blue drink in Beirut hinted to an old Pepsi line. You compare and contrast and be the judge. Interestingly, Beirut Beer did exactly the same line previously (here).

Beirut Beer Vs Heineken - compare and contrast

I am not saying they did, I am not saying they didn't, but do compare this Beirut Beer Christmas tree to the Heineken iteration done before. You be the judge.

Persil (featuring Nancy Ajram) vs. Nescafe - Compare and Contrast

So this is super interesting. Remember how I already spoke how Persil and Nancy Ajram are match made in branding heaven (here). Well, after a single one-off in Lebanon in January, now the gates of the campaign have been wide open (were are in August mind you!). So apart from the late catch-up, there's also a very strange element: For their comeback Persil decided to reuse the very famous Nescafe line.

Wait, what? Yes, Persil eventually used "sa7se7" - wake up - which has long been the domain of Nescafe. And no, I am not imagining it, the internet is full of images with the famous line. So how come the mix up? Beats me. Honest, they could have used any line (or no line damn it when you use someone as famous as Ajram). But nope, they had to to do a major misstep. Which honestly makes no sense.