Exotica, Mother's Day (just don't call it a war)

Exotica just gave us this lovely ad. "My safe space" - it is supposed to be an ad for Mother's Day - interestingly it does not feature a mother but rather a grandmother with a grandchild. So basically they skipped a generation. But it is the line that makes everything in perspective "my safe place" because yes, it is the idea of a grandmother than brings safety to children, the place where there are no rules, where candies are in abundance - and so it warmth. Obviously this is a wink to the ongoing war currently in Lebanon and all the upheavals we are all experiencing - which make it a double or more when it comes to children. So yes, it is about war, and no, you don't get to say it plainly. Smart move.

This blog's top 5 ads for 2025

And so here we are. The dreaded moment has come. My Top 5 best ads of the year listed in no particular order:

Exotica Valentine's Day:

Mink Mother's Day:

Johny Water:

McDonald's recruiting:

Jif (1 night 5 disasters campaign):

And so here we are, and contrary to other awards it does not matter if you have booked billboards with us or not (cough, ahem), or if you have pressured/cajoled/gifted us anything (another cough, ahem), or if you have bought ads in our magazine or website (I don't have a cold I swear but... you know the drill).

My awards are based on merit, and everyone who got featured here deserved their place. This being said "Weyn Sobatteh?".

Exotica finds the magic again this Christmas

Exotica has has a legendary run of ads, this year it seems to have recaptured its mojo (here and here) which brings us to - Christmas. The ad has two different versions, I will take you to the breathtaking one immediately (here). Seriously, it is so emotional it is jaw-dropping (which I did seeing it on the street!). The idea is so simple, that magic can appear anywhere if we just want it (and mind you Lebanese people need magic more that anyone can care to know - especially around Christmas). Traffic jam? Just add a star and presto - you have a lit Christmas tree. This year, was truly magical for Exotica, onwards to the next one.

Exotica - Mother's Day translation

Not content to sleep on its laurels for Mother's Day (here) Exotica just launched the Mother's Day translator. So if she says "this is a thunder" it means "this war plane doing sonic boom" if the says "hey you didn't phone today" it means "I miss you", and if she goes "OK, do as you wish" it means "no, and last but not least "don't get me anything" actually translates "don't forget the bouquet". As I said, Exotica are soooooo back! 

Exotica goes for Mother's Day

Remember Valentine's Day? That epic classic glorious ad by Exotica (here)? Building on the strength of the other one, Exotica is now writing "oum" (mother) with flowers too after writing "hobb" (love) with a rose. Ok, maybe this one step lower than the other but it still works. So if it ain't broke Exotica is not fixing it. But hey, this is indeed steps closer to their glory days. If I understood correctly this comes from The Department ad agency.

Exotica Valentine's - they're so back I could almost cry

Exotica is back.

I can almost cry.

Above is a mix of their best hits for Valentine's including this year's حب.

Honestly, it is so beautiful, so delicate, so mesmerizing I am almost out of superlatives.

A masterstroke!

Exotica does Valentine.... The mighty has fallen

Wow, Exotica has an ad for Valentine's (saw it on Linkedin, so maybe I this is some watered down version). OK, I was not impressed. Just to remind you when H&C (at the time without Leo Burnett) launched Exotica in the 80s it was one of the first ads with a clear positioning "plante la joie" (plants happiness). And Exotica managed hit after hit for all possible occasions (mother's day, Easter, back to school, etc....). So for them to end up with this lower tier ad is a bit baffling. Still, below are some of the ads for Valentine they came up with the past:

Exotica does Christmas: the magic of togetherness

Well, here's the thing, it does not take much to do a good ad. Take for example the case of the new Exotica Christmas ad where - almost nothing happens. Am serious. Look at the ad here. Just a family coming together for the Christmas dinner (in Lebanon Christmas is celebrated mainly by the dinner on the 24th). Believe it or not, almost nothing happens in that slice of life. The son and daughter in law come to their parents' place. There's bantering, piano playing, the kids unveiling the Christmas tree, one of the classic Lebanese power cuts (most likely generator cuts!) and barely, barely any Exotica products (which, for your info sells mainly plants - and during the festive period - ornaments).

It's the tone of voice, the direction, the art direction, the casting, the feel of the ad that sets it apart. You can picture yourself there, you can say "despite everything happening in Lebanon this could be a typical family celebrating the festivities".

What the ad does is "plante la joie" which is the original premise of Exotica (here).

Elections 2022: Vote Exotica

And so Exotica entered the Elections fray.

OK I am shooting a wide speculation here, but I have the feeling the whole ad was shot almost without a budget. Maybe totally without a budget. But... This might indeed be its strength. Close up of flowers, of a woman wearing a flowery skirt (Flower? For spring? Groundreaking!), of a woman with a necklace with her name on it... which turns out to be Yasmine. Oh and close up of many many different flowers in nature. "It's time for Lebanon to bloom again. Vote Exotica".

You know, some of the best ads are the simple ones. And this one is beautiful. Watch here.

Blanchor aces Easter for its clients

Has it been done before? Bunny ears for Easter? Yes.
Here are two of my favorite interpretations - Khoury Home and Exotica.

So why am  so excited about what Blanchor did?
Because it is incredibly tricky to insert your brand in the bunny ears.
Beauty lounge Lily?  Nail polish spill.
Kronfol restaurant? The lettuce on the taboule!
It is not easy to do simple. And Blanchor does it brilliantly.
Happy Easter everyone.