Najjar Raqwa2 - improvement but still without a soul

Remember the fiasco that Raqwa2 was? (here) To say there has been an improvement is not saying much when the bar was so low. Still, one has to give credit, but again, as the point of Raqwa2 is convenience. A small office break (probably to catch on the latest gossip), a quick cup in between two house chores, taking a breather in no time before plunging in what you were doing, or simply enjoying an Arabic coffee cup without the hassle of doing the Raqwa yourself (I am good and it, but yes, it requires technique and sometimes the patience of a saint). Still at least the woman seems to be enjoying her coffee this time, even if emotions and a soul seem to be lacking (coffee is not something purely visual, and Arabic coffee requires a mindset that instant coffee does not provide, this much I assure you). Oh, the "ahwtak 3a zaw2ak" (your coffee done the way your like it) does not hold a candle to "wayn ma fi ahwe fi Najjar" (wherever there is coffee there is Najjar). Not to be mean, but why Najjar let go of Pimo when it was doing brilliant work is beyond me.

Najjar Raqwa q2 - paint coffee by numbers

At the beginning of my career in advertising a major coffee brand was the client of the agency I was working with. I presented my creative idea so seductively, the owner of the company said when I finished "now I feel like I want a cup of coffee!" - if I say this it is because, well, there are ways to make the coffee (or in this case the coffee machine) desirable. The one used in the ad is not it.

Thankfully the two end lines remain from the previous agency - "coffee as it should be" (el ahwe 3a oussola) and "wherever there is coffee, there's Najjar" (wayn ma fi ahwe, fi Najjar). Still, honestly, the sight of the man and the woman in the ad "pretending" to enjoy their coffee is - truly - a sight not to behold. Watch the ad here.

Najjar - everything everywhere all at once

Najjar is advertising everything everywhere all at once, no, really. On the highway Najjar is plugging so many products, one is forgiven no longer knowing which - ground coffee, capsules, cold brew, raqwa, and there is more. To the credit of Najjar, all ads seem to have drunk from the same fountain, meaning all of them seem creatively unified (basically just people enjoying coffee, different people, but still). The problem is that it all makes the ads indistinguishable. I could not, in a moving vehicle, for the life of me, know which is which. Still, coffee is coffee and as Najjar itself signs "whenever there is coffee there's Najjar".