IPT, because it is always time for your health

Oh so IPT has a new hit on their hands right bang after the one they just released (here). Yes, yes, no one has time for "this". And this is precisely what makes the ad timely and interesting. "Now is not the time, I barely have time to look at myself in the mirror. Now is the time to take care of my children, protect them, and not let them worry. Now is not the time, let me handle the household expenses. Not the time, I need to keep my business moving, am afraid it will stop. Keep the cancer mammography among your priorities in all cases, because it is always time for your health". Because, yes, Pink October! Because of course, what's with everything happening in Lebanon, the government pitching in the price of mammography is not on anyone's high list. But, as the ad goes "it's always time for your health."

IPT, manages to turn the negative into a positive

IPT (here and here and here) is now back with a patriotic ad - la situation oblige. Their idea is to turn the negative into a positive. Usually when someone asks you "how are you?" and you reply "mitl hel balad" (like this country - same as the country is) it means you are not doing that well at all. And yet the whole copy of the ad centers around this idea - that "mitl hel balad" "means we are standing strong, unwavering, unmoving, to still be able to serve you from the bottom of our heart as we go through this phase together, because no matter how much the times flip, there's nothing.... like this country." To be able to harness the negativity into a positive element - and also portray the many different IPT stations which were destroyed is no mean feat. You can argue this is not an "ad" per se, but since it is signed by IPT, then message of hope or ad becomes a technicality. Good on them looking it at this way. Watch the film here.

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.

IPT and World Health Day

Well IPT seems to be on a roll. First watch their World Health Day here. Then a lovely reminder of what they did on Mother's Day here. OK, so I am going to disregard including McDonald's in an ad for World Health Day (which they did), but - I also don't know if these cute people featured in the ad work at IPT - but damn it they are so model-cute and well chosen! The whole ad has this very suave feeling to it, so I am glad IPT seems to be running on some tight strategy (it is obvious everything is coming from a specific place, not just placed haphazardly). Interestingly the whole thing is branded "so7a w saleme" (health and safety) which - whereas am usually not pro hashtags actually seems to work in this instance.

IPT scores a hit for Mother's Day

IPT has nailed it indeed... What's more interesting than road signs? Road signs written by mothers! "slow down sweetie there's a curve ahead". "promise me not to go fast baby", "don't overtake cares and make me worried", "ring me once you get there", "stop darling", "I am not budging before you put the seatbelt on". "Sustainable love, nurtured by moms, fueled for life". And guess what? It works splendidly (do note, some of the terms of endearment in Arabic language could not transposed into English, so I did my best). And with this happy mother's day to all concerned.

Oil & Gas 3 - IPT

Smart ad. "Quality is the most cist-effective choice"... In Lebanon there is a proverb that goes "el ghali rkhis" (what is expensive is cheap - meaning you could get more for your buck by using the product longer). IPT plays on the same theme, in a very convincing way.

Lebora - Lebanese housekeepers, racism and stereotypes.

Recently, I have seen photos of Ethiopian house helps being repatriated - by the hundreds upon hundreds. The reason is simple, few households can now afford either to hire someone by the hour (the rate was 5 Dollars) or full in-house on 24/7 basis (the average cost is 450 USD).
Actually, Lebanese being mostly racist in their demeanor, the whole category of house helps was labelled "sirilankiye" (Sri Lankese - due to the nationality of the first wave of women who would help at home). So much that one of my students (the son of an MP no less) told me once in class "Monsieur, Sirilankiyetna jeye min Ethiopia" (Sir, our Sri Lankese comes from Ethiopia). Actually, prior to be called collectively "sirilankiye " such women were called "baalbakiye" (the woman who comes from Baalbeck in what is sociologically called "rationalizing of the position").
Which brings us to Lebora (an incredible name truth be told which mixes Lebanon-Labor-Ora (by the hour) in a lovely mix) which promises to procure Lebanese house helps either per hour, part time or full time live in.
Now, Lebanese are not only racist but they are also snobbish and "menial work" is looked down on, and yes, many people do not abide by the "desperate times call for desperate measures" although in my dictionary I see nothing desperate about honest work - been there, done that. So many women feel degraded to be working as "san3a"  (maid) as men do with regards to filling jobs on fuel stations (the IPT campaign comes to mind).
Well, perhaps the current crisis will make the Lebanese reconsider. Here's hoping.

Anthony Hamawi & IPT vs Coral - Valentine's Day

So Anthony Hamawi tweets a joke "no one fills your place in my heart" (a famous Majida el Roumi song) - signs it IPT (oil and gas supplier). Coral Oil picks up the ball running and does the - to be fair - cute visual. Now is this a copycat, an non-credited joke, an opportunistic maneuver.... I know not? But something is rotten in the kingdom of gas stations.

IPT seeks to recruit locals. Stereotype alert!

I shall start this post with a flashback - see here and here. Those links go back to Coral Oil - and I was butchered online for the funny joke the Asian worker said though quite late in the game. Actually, the butchering was not about the joke - it was about the Asian worker. How dare I be in favor of an Asian working at the gas station.
Remember when Sukleen got launched a billion years ago? They did that with a cute good looking Lebanese actor and the joke was that he was the only Lebanese working there. Why? Because (oh Tarek you and your stereotypes!) all the people in Sukleen overalls on the ground were Syrians.
The other stereotype? That Egyptians actually work at gas stations (Egyptians do the filling and the Asians are more delegated to the car washing bit).
Which brings us to the IPT ad recruiting Lebanese people on their gas stations "so that our service would be 100% Lebanese".
All right, how about this stereotype? A Lebanese would rather die from hunger than work at a gas station... (... in Lebanon. He could easily do it in any other country where he would pretend to be CEO because no one sees him on the daily job).
This post is full to the brim with stereotypes.
Here's a riddle: Is it still a stereotype when it is actually true?