Deek Duke, and a very dispiriting ad at the gates of summer

Photo credit Stephanie Abou Jaoudeh

I don't think I understand this ad. Maybe because this ad is not directed to me. Or maybe this ad does not make sense. Either way it left me confused. This menu lifts. Why? Because it has high protein, low-cal? I mean I admit I took two nutrition course at AUB and I was good in neither one of them, but I still don't get it. Worse, what kind of imagery is this? Yes yes I know it is a "Deek" because the brand is Deek Duke (literally rooster roosters). Still, the ad is neither appealing, nor sexy, not indicative of anything at the gates of summer. Pity, I do remember when the shop was one branch only in Achrafieh and was truly exceptional in everything. But then novelty wears thin after so many years.

Deek Duke gets burried in the snow - almost

Image source

Deek Duke is back after that influencer campaign yucky campaign (here). Now it is buried in the snow. Well, almost. So, what does the ad say? That they deliver under snowy conditions? That it is time to ski but not forget the burger? That is is better to hide your mouth but save the burger? Well, on the positive side we don't need to indulge in influencer idiocy, on the flip side, not sure how conceptual this is or how tempting. But as of late I have seen too many ads which are there without a concept that this just seems to be a minor addition to the melee. And so here we are, as the storm keeps pounding Lebanon, someone already is thinking about the snow.

Deek Duke - the harder they fall

Look for a long time Deek Duke was fine in terms of image and presentation. You could go there knowing what to expect, knowing what to look for, having an idea about the decor, placemats and all. It was lovely and consistent. Now Deek Duke is back. With this. Incomprehensible. The image above is part of a campaign - but all of them under the same umbrella: the same deek/djeje (rooster/chicken) saying "frankly, I love it" (insert meme of the chicken going to KFC). Where does begin? And when (not where) does one end? Pity they went so low with this. I was told the sentence comes from an influencer, Joy Tasidis. So even if putting all of this in context, it still does not work. Of all possible options, they went this this. No idea who is behind it, but I find it sad that this is the effort they thought was worth plastering all over.

Buco vs. Deek Duke - compare and contrast

 

Wait, let me get my goggles to see better... Oh? I am not saying they did, I am not saying they did not, but - honestly... I thought I was seeing double, and yes Buco did it first. Deek Duke followed. The rest of the imagery still gives the same feel but those are really too close for comfort.