Tannour el 3asr - rhyme crime

Remember Tannour el 3asr? (here) - well, they're back assuming they ever went away. Their first ad was cheesy - but it looks like totally straight-faced when compared to these new iterations. "Easy to digest, but you are cuter" (cuter in Arabic is "ahdam" which means easily digestable). "On the scale, I now feel safe" (safe and scale rhyme in Arabic as "mizen" and "amen"). I told you from the get-go, this is difficult to swollow, or digest, and the ads are certainly not calorific (which is a good thing I presume for the brand). Still, whomever is doing this is doing rhyme crime so better stop.

Tannour el 3asr, cheesy ad that does not sell cheese

Interesting, a bread campaign on too many billboards. Introducing, Tannour el 3asr (for those of you who do not know tannour is a round open-air oven used to make bread and other such items, usually made of clay), a bread - according to the ad - easy to digest, colorant and sugar-free, and very rich in fibers - (do note, these attributes are not exaggerations, there is a strong scientific backing behind this). So far all well and dandy, until we get to the visual and the headline "Tannour el 3asr for the waist to shrink" (in Arabic it rhymes). The visual is obviously the bread with a shrinking waist. The cheesy part? All this. I mean seriously, as a diabetic (or as anyone who is health-conscious), such bread could be of interest to me so why didn't they keep it scientific and well-researched, but no - they had to dip it in a line and visual that make it silly. Pity.