Political mercantilism, again, in Lebanon

 So here it is, I have no idea who published this (not signed) for what occasion (also not specific), but as mercantilism goes in politics in Lebanon, this is a "passepartout" - it could work for any occasion, any political party. For a second I thought it was about the latest municipal elections (the sign says "thousand thousand thank yous") as posted by whomever won said elections. But as I said, could be anything and anyone, in the quagmire of Lebanese politics, it always works. Interestingly, this was a one off - meaning only saw it once. So who knows?

Keo beer goes golden. Yellow too.

I have previously spoken about the Keo beer (here) so it is refreshing (har har) that they are back with a new campaign. OK, they are axing it around yellow/golden (the problem with either color? Google "Golden shower" at your own risk and peril)... Still - I might be reading too much into a color. The campaign is sort of everywhere with many variants about the color and all that (real beer is golden for example). Of course there is the usual let-us-cut-from-the-Almaza-market "time for a change, go yellow" (mind you Beirut Beer is a professional in this - here).

McDonald's Lebanon is well, Lebanese, as in really

So McDonald's is really, REALLY, trying to really assert its Lebanese identity - obviously following the boycott after the Gaza debacle. See the film here. There is oud, dabke, Lebanese joie de vie, a Lebano-Arabico soundtrack and all the elements that should make it work. But somehow it leaves us wanting. I mean, the film makes it very clear where its ingredients come from - Lebanese producers and companies etc. Fine, and everyone joins in a - literal song and dance - and the final copy McDonald's our hand with the hand of Lebanon gives it you in case you did not get it, yet. See the film here. The characters are nice, but somehow, it reminds me of all those musicals where everyone breaks out in a choreographed number at once, out of nowhere, and does not make much sense. Reminds me of Americana, which following also a case of boycott, went with the slogan "100% Arab".

Lebanese Forces are still full of hope

"Our Lebanon is coming". Well, seems the Lebanese Forces are full of hope. No one can blame them as things seem to be going politically their way as of late. Now how come the ad? Who knows, it could be the upcoming municipalities/mayoral elections, it could be to just pump hope into their followers, it could be for the 50 years to mark the beginning of the war (13 April 1975). The reasons multiple or non-existent because honestly, in Lebanon, you can't tell for sure.

Now about that flag-defacing sensational ad

Many moons ago for Independence Day Aishti came up with the ad above. It caused a stirr and some legal repercussions.... And today? It seems Annahar was behind (along with their ad agency one presumes!) the stunt of raising the Lebanese flag with the cedar striken-through diagonally. Apparently, with the approach of International Women's Day it seems it was the most fitting way to - what exactly, I know not! Yet, the furore was so big, even the presidential palace told them to shove it because you cannot deface the flag (kind note: who in his or her right mind did not know you could not deface the flag). Now, the stunt has been dismounted thankfully. But seriously, how idiotic is that?

Kafa - using tactics which make little sense

Well, that rubbed a lot of people the wrong way.

First, before anyone telling me I am being biased. There is a big difference between Labneh w Jebneh  (for reference check here) and between the ad above. The other was funny, it made you look, was very tongue-in-cheek, the Kafa ad uses tactics used by the nation bordering us on the south used to scare people prior to bombing. So using such post-colonial pseudo-terrorist ads basically fostered by - what technically is still - our enemy, is not exactly a smart move Kafa no matter the intentions (which I am sure are originally good). Sometimes, one really, really needs to read the room before issuing ads.

Small update on Facebook, the ad was eliminated and a long, long notice was put instead - which instead of simply apologizing it goes on a diatribe of justification. You know Kafa, sometimes admitting a mistake goes far enough...

Joe Fish gets the president's election (if you work in communication)

And this comes from our friends at Joe Fish! If you work in communication, you'll get it, if not - sadly it is a "meh". But here's the gist: Clients, sadly, tend to tinker with the assignments they give creatives ad infinitum so it is not unusual for a file to be labelled "final" "finalfinal" "finalfinalfinal"..... So yes, now we have a president... "finalfinalfinalllFINALLLLLLYYYYYY". 

Politics - Mix and mismatch

I admit it has been long since I shot ads throughout town in vivo. But here you go - Politics is everywhere. There are signs from the time of the war in 2024, there is a sign for electing a president (apparently 2 days from now on the 9th of January), there are signs with neutrality signed by Paulette Yagopian aka Paula Yacoubian (see here), and one by Lebanese Forces (or is this Kataeb?) with "Lebanon first" as a message (which is not too far off from the Yagopian/Yacoubian one) and all of this begs the question - who is paying for this and with what money. Because many message stand there, with hashtags and all, yet there is no party/politician/entity signing with a logo. Obviously my arms are not long enough to pursue the financial paper trail, but even that - it could be a company owned by a company owned by another to hide the actual source. I still find this very interesting truth be told, how messages are plastered, both innocently enough and meaningfully enough yet no one tells us who plastered though and for what purpose.

Did Pandora misread the Lebanese market?

Pandora has a Christmas ad. So far nothing unusual. Women (and even men) flock to buy bracelets with charms from the brand during the holidays. But let us be very honest here, and I am speaking as a liberal for whom a lot of things are "OK, whatever", the models in the ad are dark-skinned. And in Lebanon, you are only dark-skinned if you are the househelp. Once more, I am trying to be both open-minded, but also very pragmatic. Almost every summer there is an issue at resorts - can the maid be admitted as well, and if she does can she use the pool like anyone else? I know I am not inventing these issues, these are part of the Lebanese society want it or not. And sadly, one cannot be too avant-garde while trying to sell. Someone just told me "I love Pandora, but now if I wear it I would be the same as our househelp as per the ad." I truly do think Pandora did a misstep here. Nothing that two light-skinned models cannot fix. And again, take it from a liberal, sometimes the market is the market.

Taqaddom makes itself known.

And then out of nowhere I saw this as I was browsing online. The "this" in question can be found here. Taqaddom dubs itself a "Taqaddom is a democratic progressive secular party working for social justice & sustainable development." Apparently the even have a member in the parliament (Mark Daou). All right, I admit, I am a bit disconnected politically so this has passed me by. Their ad centers around the issue of one... "One people. One army. and 1700 and one" (except in Arabi it rhymes). The 1701 in question is and am quoting from Google "Resolution 1701 (reaffirming the earlier Resolution 1559 from 2005) called for the disarmament and disbanding of militias and called for an embargo on the sale or supply of arms and related material to Lebanon, except as authorized by its government." So voila, yes, was not expecting this but maybe other people were? Who knows in the fragmented political landscape in Lebanon.

Abaad - one assult does not cover another

Abaad is at it again December.... "One aggression does not cover another". Because as Lebanon is barely recovering in the ceasefire, assault on women does not stop. Actually it might intensify under the many different guises and pretexts. Men being "stressed" or "overwhelmed" are too recurrent as excuses. As I said it prior - NGOs such as Abaad try to push such messages right before Christmas perhaps because they need to justify their spend to donors or they have leftover budget for end of year. Yet, for the Lebanese who have had a horrendous year, honestly not sure we can handle anymore not-so-positive news.

The Lebanese are cursed people. We are also blessed.

Apparently today, the ceasefire started. I am trying not to be a hypocrite as I was a bit geographically in a rather safe area (save for an airstrike on the highway nearby), if I offer condolences for the dead people's loved ones, or wish recovery for those injured, these are simply hollow words. But if I am writing today, honestly because as Lebanese we are cursed. Where do I begin? I won't. All you had to do is follow the news to understand why.

But blessed we are too. No, no really. Yesterday I saw a video (here), of a man laughing at the ruins of his building. No, let me repeat - a man shows what is left of his flattened building and - not just smirks - but outright smiles at the debris. I honestly, was proud of him. Honestly, he's the embodiment of our crazy ethos as people. Generational trauma be damned. People just pick up the pieces and soldier on and make the best from what is left. Seriously, you look at international news and people are appalled as to how they lost their homes. Here in Lebanon, you laugh at the debris.

There is an expression in Arabic "bala dmegh" (without a brain). I think somehow we are. Not just somehow, totally so. I am avoiding the R word (resilience) because I hate it. But this is more than just resilience. For heaven's sake, throngs of cars are already returning to the south of Lebanon to non-existent homes, to villages which were destroyed as if they were in a video game. These people don't care, they're going back (sorry Charles!) to their heritage, to their roots.

The same ones they carried throughout their displacement.

This land is their land.

This land is our land.

Mymonty has a crystal ball!

File this under do-you-know-something-I-don't? Because MyMonty is already on its Christmas message - or festive message depending where you stand. "Everything's gonna be alright". OK so Lebanese are stretched, stressed, worried, some of them literally sleeping in the rough, and we are still reeling from the many consecutive catastrophes which befell on us singe October 2019 - financial, health-wise, terror-wise, and all else. But hey MyMonty seems blandly reassuring. Good for them I guess, for the rest of us? Not so sure. Just look around you!

Digital Youth Leaders International Forum 2024

Some people are obstinate, unwavering, stubborn. I know one such person - Jihad El Hokayem. With Lebanon facing, once more, uncharted territories, what does the man who spearheads Rethinking Labanon do? He goes on and organizes the Digital Youth Leaders International Forum for this year. Is this resilience as the ad goes? (here). No it is far more, it is a belief - an unshakable belief - of forging on no matter the hurdles, the circumstances, and the problems. This is not just resilience, it is faith. A deeply rooted faith in the youth, Lebanese youth and how far they can go.

Ksara comes out swinging

One of things I am loving about the ads coming out these days, is that most of them are actually not even trying to sell me anything. The majority of them are being tactful, respectful and just showing support - much needed support to the Lebanese in this time of crisis. Ksara is the last entrant in this proud category with a copy for the ages, which is very connected to who they are and what they do. The gist of it? "This is our land, here with every new dawn new dreams are born, (dreams that) neither the winds would kill nor time would disappoint, we won't leave this land, neither the land would leave us". This ladies and gentlemen is the way to do it - proud, entrenched, with the head high. See the ad here.

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.

Dear ad agency, now that you saved democracy, can you bring peace to Lebanon?

La colombe de la paix - Pablo Picasso

I know this is a long post name but could not stop myself.

A certain local ad agency, no names but anyone versed in the advertising scene knows who it is, has - in a case sent to ad festivals on behalf of its client (a prominent local newspaper, again, no names, but come on the hints are too heavy!) - that, by doing a certain activation (which was also very questionable, as it was done prior by other newspapers including one in Turkey), they "saved democracy in Lebanon".

Sure, ads presented to festivals and awards can include boastful claims, like that agency that claimed that its activation for the client (different activation than the one cited above, same client, same agency though) increased female participation as candidates by 600% in Lebanese elections, etc, etc... I sometimes read the cases on Epica Awards where I am a juror since 2016 and have a laugh about the bragging.

But of course, claiming to save democracy goes on a higher level. Who came up with it remains a mystery but this became a benchmark in what not to do in terms of strutting your stuff. Interestingly, every once in a while this comes up on sites like Linkedin - and we all have a hoot about it - so much it sets precedent to how far you can go believing what you have done and communicating it to the world thinking they are gullible to your words.

Which of course brings me to today. Dear ad agency, now that you saved democracy, can you bring peace to Lebanon? I mean all you have to do is just an activation to your client, that's not too much to ask, is it?

The HORRORscopes of being in Lebanon

And so here we are.

Here we are. My friend said yesterday "chidd 7alak" (get a grip). The problem is that the war trauma went back to the surface with a vengeance. You can run from the war, but war catches you back. You can pretend normalcy as most of us do but the wound is still there. Some of us, nay, most of us, have no luxury to break down - we have responsibilities and lives to live and moral acts vis a vis people dependent on us. Of course, all this comes on the heels of the financial, political and economic breakdown since 2019, with covid on top, and all other factors compounding what is going on.

And still, we protect ourselves in the mundane, in the day to day, in the morning coffee, and in the cooking, and in the back-to-school related activities, and in the browsing, heck, in the shopping even (second hand, over the net, thrifting, no matter retail therapy can be a band-aid), in checking our daily horoscope, or whatever we do to pretend that our day is going to be cheerful - when obviously, already it is not.

A friend in Germany is displeased and having "mental issues" - I told him it was a good thing there was geographical distance between us, because honestly I was this close to hitting him. The Bavarian government provides him with anything he needs, including a house, a once-a-week maid, stipend, counsellors to help him and what not. Seriously, the luxury some people have is truly unbeknown to them.

Sure, I am neither in the southern suburb of Beirut, or the south or any "hot points", but simply living in Lebanon at this point drives you to the abyss of exhaustion. If you have an ounce of conscience or empathy that is. Which, believe it or not, many people do not have - case in point a lot of people are rooting for Israel among the Lebanese.

I remember so long ago Sawt Loubnan would blast Maguy Farah's daily "hazzak el yawm" (your luck today) and its catchy jingle. So, where is astrologer Maguy Farah when you need her?

My crystal ball applies only to advertising

Part of my installation "No Truce in Beirut, Only Virgins" (here)

Recently I wrote a post, "Jours tranquilles a Beyrouth" (here), and here we are right in the middle of back-to-school Lebanon is again, in the throws of war. Strangely, whenever the geopolitical situation gets testy or bleak, I have - relatively a lot of people - asking me "so, what do you think will happen?". Not sure if my infinite advertising wisdom of knowing what is inside advertisers' head however extends to politics or conflicts. Funnily, the late Andre Leon Talley - here - used to say he can see the images on the mood board of designers in the collection and know their influences, oddly, I can do the same to advertisers - my immense back catalog both in my brain and my archive can immediately spot which previous ad influenced them, but I digress. 

And now? Now no idea. The Iranian embassy was very clear (here). Revenge will happen. Was this the promised revenge - either from Hizbollah or the Iranians - I know not. All I know that we are again, very close to an all out war. The international press is all over this, each covering it from its biased angle (spare me the fair and free reporting lie). But does this influence anything on the ground? No, it does not. The field equation is separate from pundits.

Each side is now claiming the "damage was minimal" or "operation was a total success" (both sides are, as Hizbollah has caught up, if not bypassed, Israel in terms of mastering propaganda - not just to their loyal public but to the world at large). I have no possibility or clue of checking either claim - as I said, the press is covering it in a very biased way. 

Is this the beginning of an all-out regional war or is this an increase in skirmishes from both sides? Either way, I know not. My crystal ball seems to apply to advertising more than anything else.

Wait did Beirut Beer just take a page out of the Almaza book?

Photo credit Rabih Dib

How about that for an answer! Remember I already spoke about Almaza stressing its Lebanese identity (here), apparently this did not sit down well with Beirut Beer. So they launched a counter ad "In Lebanese this is Beer". Long time ago I wrote a post about Beirut Beer growing out of the shadow of Almaza (here) strange, they twist and turn and go back to the same place. Why I know not. But truly when Beirut Beer stood on its own two feet (here) there was something interesting happening. Finally the brand was looking intrinsically at its own merits over and above being the anti-Almaza. Sadly, it was more of a one off than anything else.