Lux, or rather LuxLux - twice the woman

When the moisturization is twice, what do you do? Your confidence, strength, and wisdom doubles, the two sides of you collide and amplify. People, this is very good, exceptionally good. Why? Because Lana Medawar, Cynthia Karam, and Mira Hasbini ended up, not interviewing each other, but... Themselves! Because - tadam - they are twice the woman they are with Lux. Pimo does it again, well, am I biased? Like hell I am, when they keep churning hit after hit. Again, some of you might be upset, go solve your problems elsewhere, for Lux, Pimo has been doing a great job. For Omo too by the way. For this time, schizophrenia has never looked so lovely.

Lux and Sunsilk and a glorious summer via Pimo and Joe Fish

Crisis? What Crisis? Am quoting Supertramp's album to make a point. Because sometimes, life goes on, whether we want it or not. Props to Pimo and Joe Fish for making the unthinkable happen - a fresh and lovely and freebie-laden summer for the ladies (whom I know they need it). I already spoke of both brands prior (ex: Lux here, and Sunsilk here) and here we are, despite the tumultuous political situation (which is an understatement if there was one!) both brands (and agencies) managed their activations flawlessly giving the consumer a small taste of normalcy where it was much needed. 

Again, sometimes brands spread positive energies and Lux and Sunsilk have done so, in - I repeat - some very challenging circumstances in Lebanon. Well, if this is not the purpose of a brand, then what it is for?

Lux blooms in Raouche

Well, what do you know? In Arabic fairy tales start with "kan ya ma kan" (there was there was not).... And Lux does this in real life with brilliance. Did it happen? Did it not? Who cares when the results are this interesting. First check them here. So here's the backstory - Lux just dropped on the Raouche rock and the whole sea is now in bloom as the parachute carrying Lux made its safe landing. Makes sense? No? Salvador Dali is on the line then. Seriously, I had to actually check with the agency if this was real or not - for your info it was 3D animation. But then again, who cares? I thought it was lovely. Sometimes, and especially these days, we need a bit of dreaming here in Lebanon! Lux is here to deliver.

Pikasso d'Or finds its footing again

After last year's ho-hum crop of awards (save a couple - read here). Pikasso d'Or is back - as in back. The results this year do make much more sense. Marked under "the wave of the future" the 28th ceremony celebrates Out Of Home creativity. As I said very recently, an industry source told me that prices are so dismally low that OOH companies are practically begging agencies to book their campaigns.

Pimo rightfully bagged the Grand Prix award for their Lux ad (they also won the supersize category). Kefraya had a Pikasso d'Or - nice and clean art direction but sadly forgettable as an ad. The Pikasso d'argent went for Beirut Beer and their summer wave (many people liked this ad, I found it a little underwhelming). The Pikasso de Bronze went for Cafe Abi Nasr and their cute campaign by Bizaroob.

Mink won a Pikasso d'argent in the supersize category for a solid campaign for Ksara. Almaza is back on the awards scene for a negligible ad (they won big last year, and I still don't understand why!). 

Roadster and TBWA\Raad won the mall category with their lovely self-depreciating campaign, while Joe Fish won Pikasso d'argent in the same category for the consistently nicely art-directed Zarina, the bronze went to the potion kitchen (in a badly copywritten effort I must add).

The digital category saw Almaza again, Jordan Tourism Board and Sanita get the top awards. The public interest category went to Medco for their Dawi Chere3 campaign. Enjoy all the campaigns here.

This blog's top 5 ads of 2023 in Lebanon

So the committee for electing best ads of the year convened (OK, fine, that's just me), and the top 5 ads of the year were selected.  The main factor I relied on was honestly - not just creativity, but memorability. I literally closed my eyes and I thought - if I am to remember ads from this year, what would they be? Well, the answer lies below and please note this year, there is no clear favorite, the 5 ads are ex-aequo to me (meaning I have no preference between them):

Lux and women empowerment (here) - I really really loved how they changed the Arabic copy by tweaking a word (from "tamyiz" to "tamayoz").

Chateau Ksara keeps churning hit after hit, from this year's crop (har har) I selected the understated Valentine's Day. Not too obvious, very sleek, and indeed, quite intimate. See here. By the way since Ksara (and their agency Mink) was on such a winning streak a very honorable mention goes for their Christmas ad this year (here) - pity the end-of-year ad from 2023 cannot be included (here).

Roadster is suddenly back in the radar (here). One needs guts to self-depreciate, and I love what they've done. Really shows self-confidence without the braggadocio. 

Malak El Tawouk - what can I say? Cheeky and smart and really "in your face". A great outing for the brand which - even if opening in Paris - still hangs in to its roots. Check it here. 

A late entrant but one that completely blew me away. The layout sucks, the prices apparently expensive but the ad itself whereas "cheap" (hehe) and perhaps home-cooked was timely, smart and very very courageous. Indeed, Bayti Store is one of the best ads of the year. Here.

Lux - copywriting at its finest (via Pimo)

So let me toot my horn - I told you so. Here. So here are my words "Lux hits the mark here and major props to the copy which suavely integrates "tamiyiz" (differentiation/discrimination) with "tamayoz" (brilliance/excellence)." And what does the billboard campaign do? It focuses on "tamayoz" and "tamiyiz" all while eclipsing "against" with flowers" the hashtag which only drives the point home translates as #my_strength_is_being_a_woman - all right, all right, now is the customary hats off to Pimo for what they are doing with Lux!

Lux supports women empowerment with Lynn Acra (by way of graffiti)

For someone who has been interested in the graffiti movement for a long time - let me tell you a secret: Graffiti crews would "ornament" their teams with women because police would not harass women, or fine them or what not. Not for their artistic prouesse or anything or the sort.

Lux, however, has joined the women empowerment movement precisely by finding a wonderful graffiti artist by the name of Lynn Acra. The issue? Miss Acra did not want anyone to judge her by merit of her gender - but rather by her artistic talents (which overflow aplenty!). 

I know there is a long way to go, but if Miss Acra is any indicator, she can hold her own next to any male graffiti artist. What's her superpower she asks in the ad? Well, she's a woman obviously. Lux hits the mark here and major props to the copy which suavely integrates "tamiyiz" (differentiation/discrimination) with "tamayoz" (brilliance/excellence).

Apparently there are 7 influencers on board of the campaign and opinion leaders (in the Arab world at large) will bring in their own experiences of sexism. Please watch the segment (here). Another brilliant move from Pimo (after their great jobs here and here)

Lux goes to the therapist with Yara Bou Monsef and Pimo

Lux goes to the therapist with the help of  Yara Bou Monsef. Bou Monsef is telling her therapist about how she thinks of "him" (eventually "it") all day long, how he makes her feel strong, confident etc... The therapist seems to take note and agree, until Bou Monsef goes to the bit about "essential oils". This is when the therapist is bewildered and asks who exactly her "patient" is speaking of. This is when the revealer shows Lux. Actually the most interesting part of the ad is that as Bou Monsef is leaving her appointment she meets with another woman in the hallway and they both are transported by each other's scent, only for the other woman to have a Lux in her bag - all to the therapist's dismay. Watch the ad here. And yes, it does work. I liked more the second twist in the hallway than the one inside the therapist's room but the ad is quite nice. Hot on the heels of their much deserved Pikasso D'or win, Pimo seem to be on a roll.