Of Lebanon, Easter, Ramadan, and war.

Artwork by Tarek Chemaly

So it all happens this year, again. Our joy of common fasting (the Christian lent and the Ramadan fast are happening concurently) was short lived. Shiite families are now packed on the corniche and in downtown Beirut and whatever school yards available, war is escalating, and all this on the backdrop of people disoriented, numb and extremely tired from all the traumas that have been accumulating since 2019 back to back with no respite.

The above artwork is actually a real slogan from a war poster originally signed by the members of the Christian resistance - namely the Phalangists (Kataeb), the National Liberal Party (Ahrar), the Guardians of the Cedars (Horas el Arz), and Al Tanzim (a coalition of Christian Lebanese politicians). The slogan for all those non-Francophones goes: Do a realistic pilgrimage - this Easter visit Lebanon. The poster I have is undated but it might be late 70s judging by the logos - because the Safra massacre which saw the Phalanges fight the Ahrar as of yet for the hegemony of Christian dominance had not occurred yet..

If you ask any Lebanese, and yes Shiites included, no one wanted to be uprooted in the middle of their Ramadan fast, to go live on the Beirut corniche or in the middle of Martyrs' square or in some classroom in a closed school. And still, Easter is coming, Eid which marks the end of Ramadan is coming too, and war is here already waiting for both, and us as well. 

All of this on the backdrop of economic hardship, or a faltering economy, of 50% of people already below the poverty line and no one able to access their bank accounts since 2019. And to quote Al Moutanabi "Eid, and in what a deplorable way you came back oh Eid".

Benina does it again.

Interesting I never commented on this before, at least nothing in my blog archive, but this ad has been running for years during Ramadan. By years, I mean years. But then again look at it from their angle - the idea is to sell canned vegetables and the like, the line is "your partner in your table" (in Arabic it is better). Same image, same line, same target audience, and actually same placements for the ads. I am trying to think if this is "lazy" or "adequate", personally  lean for the latter. Why invent gun powder when what worked before is still available. Interestingly, whereas the ad is Ramadan geared, there are no crescents or lanterns or the usual paraphernalia. 

Tawfeer - breathtaking Fawatir Ramadan campaign

Forget Sherihan and her fawazir (riddles)! 

On second thought she is unforgettable!

But hang in there with me - Tawfeer the supermarket which built its reputation on savings has an incredible Ramadan ad. The trick? To call it "Fawatir Ramadan" along with the usual "folkloric" brouhahah (it is implied the couple in the ad are Shahrazad and Shahrayar of the One thousand and one nights tale). The ribbon coming from her tantour and reaching his feathered turban is actually a long bill (the kind you get on the till) to coincide with "Ramadan bills" (which means "fawatir"). The ad is impeccable, yet blink and you'll read it "fawazir". Truly a beautiful, lovely ad, well-thought and incredibly well-designed to boot. All elements that lead to loving it. Respect to anyone who concepted, designed and approved this one. A real beauty.

Lipton - emotional simplicity does it

That Lipton is probably the highest selling tea in Lebanon is a fact. That tea is a major part of post-Iftar (and soohoor too) is also a fact. That Lipton needed a Ramadan ad is a no brainer. They could have gone "creative" (read - one which needs a major explaining and a manual of instructions), or flat (read - just the brand logo and thank you), but nope, they struck just the middle with an emotional punch. "Tea unites us" - and it does, away from differing political opinions, age barriers, non-compatible music tastes and the list goes on, tea is that point where everything becomes mellower, softer, and yes, warmer. Pimo strikes again. There are two short ads - the Lebanon version (here) and the Kuwait version (here).

Maggi and Ramadan go hand in hand

Maggi and Ramadan, a real hand in hand companions. "Ramadan definately with Maggi" or alternatively "Ramadan for sure with Maggi". Because yes, soups are a major component of the Ramadan table, in addition to chicken broth which can be added to many dishes. All this makes Maggi a definite companion for the Ramadan table. Pity it makes me miss their old line "anti wa Maggi wal akl alaz" (you and Maggi, and the food gets more delicious). No idea why they discontinued it.

Ras Al Houssan - Ramadan time

Well, the 90s called and they want their ad back. Ras al Houssan is back into the saddle (no pun) to offer us a pre-Ramadan ad (notice the lantern and the hanged moon etc). "from one generation to another, the taste does not differ" (yes, it is shorter and also rhymes in Arabic). After a fiasco (here), one which is better (here), Ras al Houssan is continuing its blitz of ads. To be honest, considering its end target audience the ads is not bad. Old man drinking tea after the iftar etc. And even the line is also appropriate even if honestly this style of "rhyming" dates back to the 90s. At the end of the day, and this is something Mohamad Haidar spoke about, the digital part is so totally misaligned with the OOH, which makes this a bit confusing.

BOB Finance went Ramadan

Oh so this slipped through the cracks. BOB Finance placed an ad for Ramadan, well I shall spare you the technicalities but apparently you win gold by using their app. Apart from the - weirdly sensational - "Akram min min" on LBC, offers have been few and in between so noticing there is one is interesting this Ramadan. Actually BOB Finance went strict basic in both design and slogan - not that I have anything against considering one has very little time to see the ad on the highway billboards anyhow. Interestingly, transfer services such as BOB Finance have come to replace banks in Lebanon which has become almost strictly a cash economy.

Galaxy Jewels - the Ramadan edition

On the one hand I must appreciate the hard work. On the other it all ended up a bit... bland. I mean compare to the warmth of the Aramex ad (here), the Galaxy Jewels has a feeling of paint by numbers. You know where it is leading from the get go, and even though the main cast (the grandfather) does a good job, it all feels a bit too contrived truth be told. See the ad here. I am not reproaching the production, but something is missing - perhaps the suspense or not knowing where the ad is landing, but no, one can immediately decipher it from the get-go. Someone pointed out that it reminds him of early 90s ads done by Lebanese for the Gulf, the remark is a bit spot on. Oh well, still, I guess the brief was fulfilled.

Aramex goes Ramadan

Interesting, Aramex just went Ramadan, in a notable effort. Here is you want to see. Of course of course, one needs Aramex to transport the Ramadan lights and ornaments etc. But the small breakthrough is that even Christians are implicated in all this effort because "we live in a multicultural world" as the ad implies. The shooting is indeed nice and the sepia colors work well actually, and whereas the original concept is not earth-shattering, something non-earth-shattering things actually work best. A very laudable effort all-round. OK, they should have ditched the English copy though to be honest as it does not work.

Lipton shoots its pre-Ramadan shot

Lipton has actually a new ad in town, and come on, let us call a spade a spade, this is obviously aimed at the Ramadan crowd. Sure, you can't see a "fully veiled" woman but one with demure hair and a head cover should do instead so that the "other crowd" (namely the Christians) wouldn't feel left out of the ad which obviously thinks it could target everyone in one even shot. Even the copy "so that the gathering would be nicer/sweeter" is a wink to the Ramadan post Iftar or Souhour (basically the pre-fast meal before daybreak). 

Aramex delivers a punchy one this Ramadan

So Aramex has spoken. And spoken eloquently indeed. What seemed a "package" sent by an elderly man ends up having a very different story indeed. Whereas we do not know what is in the package, we can - from the get-go feel it is something emotional. The journey the package undertakes - one immediately assumes it is a special gift for a grandchild, or a personal memento - ends up quite different indeed. After taking us through the machinations of how the package is treated, we eventually realize it was being stocked up in an chamber with other such packages. The reason? it is destined for Gaza. But since delivery there is sort of impossible, Aramex is proposing a message of peace (log on to deliverpeace.global and register your own "salam" (peace) message). Incredibly well-played from Aramex if you ask me! See the full ad here.

Can it ever be Ramadan without Sherihan?

So the month of Ramadan is upon us and may it be blessed on everyone. Here's a fact: I grew up in what was known as Eastern Beirut - the Christian quarter. So I was not exactly involved in Muslim rituals. But I knew that "Ramadan" was a thing. The reason I knew is because each and every afternoon - Sherihan would show up on television to ask riddles. I can think of her "amthal" (proverbs) in 1986 when LBC was merely in its infancy and teleliban was the screen to watch still. Honestly, the riddles were sometimes too easy (like, how difficult it was to pick Spain or Japan as an answer). But beyond the riddles, it was her. Talented, mesmerizing, dancing, singing, with some gimmicky computer tricks. She managed to be the center of the show, without it even looking like she was trying hard.

Of course, I knew Sherihan as an actress as well from several programs she was in (I can think of Rahma, or the epic Daouni Aeish among others). Sure, back then I was much more interested in shows such as Magnum, or Hunter, or Night Heat. But as a testament to her talent, she would be brilliant in whatever she was in (OK, just to call a spade a spade, one of her TV shows in the 90s was... ahem, not exactly classic). Still, a lot of other actresses have done fawazeer (riddles) in Ramadan. I can think of Nelly for example. Not to throw shade on anyone any time you mention the fawazeer, people of my generation would gravitate instantly to Sherihan.

Funny, last year someone asked me when I posted a video of her on instagram "min hayde?". A young person from a much more recent generation. I explained and linked one of her Fawazeer intros. He came back aghast "this existed and I had no idea?". I always go back to the same thought, pop culture will always be the bridging gap in a society. Even when I was in East Beirut someone like Sherihan was being watched (on teleliban) by someone else in West Beirut. And if we met today, I suppose we would say "A2olak ah ah, a2olak eh eh".

Makassed shoots itself in the foot this Ramadan

Photo provided by Mahmoud Ghazayel

Well, this just in. For their yearly donation campaign the Makassed philanthropic organization ended up shooting itself in the foot.

OK first the intentions: teach me and you will have your deed rewarded in equal.

How gracious is that? The problem - on first reading the ad goes "teach me and I don't give a damn" (or a much vulgar interpretation). For the Arabophones among you: "3allimni wa laka mithlou ajri" reads at first glance "3allmni wlak mitl ejre" (literally "same as my foot" and figuratively "don't give a f***").

The sad bit is that they really went over and above to actually use "annotations" (or 7arakat) for their words to be "correctly" readable but the mind has its own mysterious ways of interpreting things. Also to be clear, I have no idea why the face of the child is painted on (Mahmoud Ghazayel who provided the photo thinks the person who sent it to him wanted to protect the child's identity. But this is only a theory).

Kit Kat - have an Iftar, have a break.

All right, marketing never takes a break. Not even Kit Kat chocolate marketing.

So here's the idea, the chocolate just launched a 30 bar item for each day of the Ramadan month calling it iftar bar. Now in case you are not good in Arabic "bar" could also mean "holy" or "clean" or "blessed", but I do not think the marketing team went that far.

Now, is Kit Kat usually associated with Iftar or any of its rituals? No. Oddly, another chocolate is - Ferrero Rocher! Ferrero Rocher did establish itself as being the chocolate that one brings when invited to an Iftar, but let's face it, the bar is too high for Kit Kat (no puns!).

Still, once you forget the missing link, the gimmick of 30 bars for each day is sort of nice. Not too logical, but cute.

Spinneys remembers Ramadan

So the month of Ramadan is upon us (starting March 23rd apparently). Spinneys supermarket, remembered the occasion - remember, a supermarket like Spinneys should be making a killing during such a month with daily iftars in families. Well, the ad tries to sell too much - first it uses the catch-all "nawwaret" (it brings light) but applies it to discounts, and then there is the sentence which apparently it is dressing its ads "the goodness of Ramadan on everyone". But all this aside, a simple calculation would lead you - for a simple family of four - to get to the number of 4 million Liras per iftar. The minimum wage is currently 2 million Liras in the private sector.

Even as simple entree of the Ramadan iftar of fattoush - which should technically include lettuce, cucumbers, tomatoes radishes and fried Lebanese bread (which is a little akin to pita) - makes it a luxury at this point. Small hint: the bread "rabta" which keeps diminishing its loaves - currently is at 50,000 liras.

With acute poverty at 65% of the Lebanese population and poverty hitting 80% all I can say is that the math is not mathing people, believe me.

Cadillac does the brightest nights for Ramadan in the UAE

Cadillac is celebrating Ramadan in the UAE. But instead of just splashing the brand anywhere it went the organic route, and a great bonus, the ads come mobile first because honestly, isn't that how we see the ads anyhow? Now there are three versions, one with Qabila (featuring Hayat) - see the ad here - one with Sofiane (the confused Arab) - see it here - and one about Tamahol (featuring race driver Amna Kobaissi) - see it here.

As I said, at least Cadillac inserted the brand very smoothly into the narrative. After all, people do drive during the month, especially at night post-iftar, they socialize massively, they eat local foods, they also go on personal journeys (what it means to fast for them, their inner growth, maybe some more determination as in the case of Amna). I think the ads are a case of personal taste: In my case I did not feel them created equal. I enjoyed massively the Qabila ad but failed to connect with Tamahol. Am sure someone else thought differently, which is why I said this is just a personal choice.

Well, yes, I am aware "influencers" were used in these ads, but the choice was smart and studied - we don't have any lifestyle bloggers or whatever they dub themselves. No, we truly have people who established careers in various domains, proved themselves in the said fields, and are viable role models in one way or another.

I am glad brands have dropped the flash in the pan representatives they used to deal with in the past, and are rather focusing on mature, reliable people to front them. 

Now, for some reason I keep thinking of this ad as "white nights" not brightest nights. But perhaps this is just me being a kid from the 80s.

Aramex introduces an oddity this Ramadan

And for Ramadan, let Aramex introduce you to this oddity. Conceptually it has no feet to stand on.

The idea is that an elderly woman is supposed to navigate a VR headset all by her own. No, seriously.

Actually in the world of technology, there's the line "it's so easy even an adult can operate it" because duh, adults are not gifted with new technologies. Now older adults are certainly less gifted with the said technology which makes this ad completely baffling.

The idea is that a family is abroad and their teenage son comes up with an idea. Soon they start cooking their Ramadan meal while a package is delivered by Aramex to the grandmother. OK, you guessed the plot - she puts on the headset and is able to see them prepare the meal while her daughter (presumably daughter no daughter-in-law) shows her the recipe book (the grandmother must have given her).

The idea is that Aramex is "bringing what's close to the heart, even closer". Well, the cast is nice, and the ad is rather well-done. But honestly people, who comes up with these unbelievable ideas that make no sense on the ground?

 Watch the ad here.

Al Ghina riffs on banks this upcoming Ramadan

Ramadan is coming, and this year many NGOs and charitable associations are battling for the money people no longer have, which their work is exacerbated by the meteoric rise of the needy (with poverty at around 55% of the Lebanese population). This being an election year my fear is that politicians and political parties will use this month to extend their services (primarily foods and needed items) as benefactors to needy people in exchange for their vote on the ballots.

Which brings us to Al Ghina - which basically riffs on banks with their line "In the bank of the afterlife, they won't get confiscating" in a direct jab on how banks basically held the Lebanese people's money hostage and is trickling it back at a loss to depositors. Along with the ad two hashtags one goes #bank_of_the_afterlife and the other #white_market (as opposed to black market where Dollars are being traded). 

Breitling appreciates time this Ramadan

That the Arab market is huge for men's watches is no secret, that the Eid is the ultimate time to exchange precious gifts is also a given, so Brietling came up with a Ramadan ad which nails the topic on its head. There individuals, one is in a plane, one driving a car in the desert, one a Riva-style boat in the sea - all three branded with the Breitling logo, the plane's tale, the side of the boat, the license plate of the car, and all of them speeding up. Why? Because as the campaign says it is about "appreciation of time" - ergo to be home by iftar time. Very very smart, and very very socially aware and very very Ramadan compatible.  

Ramadan in Lebanon: The unatatinable milestones

Ramadan offer - the mousaharati tambourine!

Yes, I know, as adults, celebrations - from Christmas to New Year to Ramadan to Eid to birthdays to job starts - change in flavor. They decrease in intensity and lose their glow. My mother once had to remind me it was actually my birthday. If I am saying this at the beginning of Ramadan it is because in Lebanon, milestones seem unattainable. I mean Christmas was too lackluster, and New Year too negligible, and Valentine's and mother's day came without a whimper. Easter was lost in the melee, and - I read this recently - that a fatoush dish will cost 18,500 Liras to make, whereas the same dish cost 6000 in 2020, and 4500 in 2019. Actually a full Ramadan meal would cost 555,000 which is 85% of minimum wage. Try to multiply this by a full month of meals and expect your head not to explode.

Which is an additional reason for things to be on the low-down. Some people say it is best - as all religious festivities have been too commercialized and Ramadan is no exception. Apparently, people would find the real meaning in slimmed down rituals instead of the excess which marked the decades that passed. 

I have spoken enough about how Lebanon is facing a perfect storm where all elements are feeding on each other. To say we, as a population, are tired from all this is the understatement of the century. People tell me it is the same in Europe and all over the world? Really? Do people in Europe also have no access to their bank accounts and face a devaluation of their currency so acute it is even difficult to express? Anyhow, with Ramadan upon us, Ramadan Kareem for everyone celebrating it. Here's to another year - hopefully the next in better circumstances.