Jeep does Father's Day

Before anyone else, there was Jeep. Not the new iteration shown in the ad above (a very good ad mind you), but the original, passepartout Willys - considering we hail from Lebanon that was one ubiquitous mode of transport for armies and militias alike (so basically it is indeed part of the Lebanese collective memory). But on such a day where the drums of war seem to be very present in the region, suffice to say that maybe the new one was more fit to print. As I said, yes, it is the father of all 4x4 because it is not uncommon to name all the category after that specific brand - meaning I have a (insert car brand) Jeep. So with this, have a nice father's day.

Hallab 1881, a horrendous father's day ad

Remember the atrocious Hallab 1881 ad for independence day? (here). Well, guess who is back with more of the same? Or rather less of the same, because honestly the bar is too low and they managed to pass beneath it. Copy? Soppy borderline horrible. Execution? Seriously, who even thought about this. And concept? Please, let us not insult intelligence here. If you want to see the ad at your own risk and peril go here. Whatever Hallab is doing, whether with or without ad agency, please let them stop. As the saying goes, "when in a hole stop digging", Hallab 1881 is armed with a shovel.

Ksara - Father's Day

There hasn't been much creative buzz around Father's Day this year (IPT being an exception here). Sure there has been the usual greetings with some brand logo attached. In comes Ksara with a very low key but quite smart iteration. "Raised to be your favorite" - OK, we all agree parents have a favorite child (any parent who does not concede to this is lying!) and what do you do with a child? (OK, no smarty pants answers!). You "raise" it. Now, what do you do with a glass of wine? You... Raise it as well. How smart is this? Very indeed. Happy Father's Day to one and all (yes, even from non-favorite kids who'll be brooding on a wine glass this evening after gifting their father a tie!). 

IPT - on the joys of father's day!

First it was Mother's Day (here) and then World Health Day (here), and now - IPT is going Father's Day (here). Now, I am not sure where Illogique (their agency) ends up picking up its talents but for some reason, they are always believable and flawless. No over-acting, no let-me-be-over-cute because am going to be in an ad. Just straight no nonsense casting. Now - do fathers pick a tantrum when they teach their sons how to drive? Do they share a French fry as their daughter is being a princess in the backseat? Do they end up making things easier emotionally for their kid when the car is smashed on the side? Do they wait on the balcony as you go to work/university/errand? Do they help their daughters change a wheel? Go into an impromptu singalong while stuck in a traffic jam? The answer is yes all over the spectrum. I think the bit that really got me was the one where the son, already taller than his father, ends up kissing him on the forehead. Very touching and completely believable. IPT scores another win.

Home Centre, goes for another touching parental riddle.

Is this a trilogy? About "unconventional parental roles"?

Well, part one is here, part two here and now... "The creature" from Home Centre.

The idea is simple. A child keep seeing this "creature" everywhere. Is is a make believe? A part of his imagination? A scary thing one he sees a la sixth sense? I love the scene with the red retro Peugeot station wagon by the way... Bit by bit, he and the creature in question start getting acquainted and... the ice is broken little by little. We still have no clue what that creature is. It covers him at night, soothes him when ill, and so on... I am trying not to reveal the denouement of the ad mind you. 

Tahaab Rais is on the director's seat again bringing his usual sensitive touch, he co-authored the breathtaking music that accompanies the ad, the cast is believable and makes sense. Just to be clear - I loved the ad. But somehow, like in any other artist's repertoire, there are hits that are closer to your heart than others. In this case I felt this is a little "coloring by numbers" as it ticks all the correct boxes, but somehow just.... fails to match the greatest hits. 

Again, nothing wrong with the ad. It is I repeat it is sensational, just for some reason other products from the same team resonated more within me.

Please watch the full film here.

Father's Day ads - some effort was made

So Father's Day, which technically is today, came and went with very little interest. Well, maybe the word interest is misplaced, as many - too many - brands simply just plastered "happy father's day" with some discount or special offer. 

Very little effort was deployed, which made those who tried something - anything really - stand out from the crowd. Above are some of the rare examples who dared. We have "BAM" an app which showcases events and activities - to be honest the cake is a bit of an oddity but it was interesting enough to make you look at what the app does... Middle East Airlines has a nice take on their raison d'etre - "to the ones who carry us all our lives" (the pilot with his two kids just in case you didn't get the innuendo). Dubizzle cars, attempted an incredibly difficult feat: Inserting their product inside the ad. Something most brands try to do but fail. The line "to the one who gifted me my first car". Smart and touching indeed.

But it was Wooden Bakery which takes the cake. Pardon the pun. The idea? Celebrating "al ab-tal". "Ab" in Arabic is father. Abtal are heroes. All right, the English version does not work (they made it into superfathers - which makes the joke go stale). And indeed they offer cakes in the shape of superheroes (Superman, Batman, etc....). Well, omitting the fact that the others did not try this year, this one does stand on its own merits and is a great ad.

So voila, not a vintage year, but clear Wooden Bakery tried. And it worked.

Ksara - Father's Day

Everyone and their father are doing Father's Day (see what I have done?) so much it is actually nauseating. But well, on comes Ksara with a lovely one - "you'll always remain head of the grape" (Ksara which does wine based on grape struck right close to home). So there, at least something to write home about. Of course, if only everyone else injected effort in their ads - maybe their fathers would have been proud of them.

Khoury Home does Father's Day

 Ah so this flew a little under the radar. Khoury Home does Father's Day... A little bit pocking fun as said father(s) - they could be rock stars? (or rather rock star wannabees), or sport fanatics (hmmm 80s leotard-clad anyone?), or photographers (well, the wedding cake collapsed), or astronauts (OK, not all astronauts apparently have giant leap for mankind"... But the ad is quite lighthearted, funny in its own dismissive way. And truth be told, quite real as it can get (I mean seriously, we all make small jokes on fathers). Watch the full ad here.

Home Centre - an emotional father's day ad with a major plot twist

How can I tell you how great the Home Centre father's day ad is without revealing the plot twist. The very moving plot twist. Suffice to say the ad starts linear - well shot, a bit emotional, slightly predictable.

Then boum!

Really, the scenario becomes so unpredictable. It moves you and really surprises you making the earlier scenes exponentially more emotional. I am trying to convey the beauty of it without spoilers.

Please admire the film here.

PS: handkerchiefs advised.

Floward - hands down a perfect father's day ad.

The Floward father's day ad starts as an ode to mothers - who gave the baby the milk bottle? Who gave him his lunch to school? Who chose the items at the supermarket? Who attended his graduation? So far a perfect replica of the Nido ad. Then comes the father: Who prepared the milk bottle? Who drove the kid to school? Who pushed the caddie and paid at the supermarket? Who missed his son's graduation because he had to find a parking spot? - Floward comes as the cute revealer In the end!