Lebanese Army day - when brands screw up

It is very smart to ride the wave and associate your brand with current events that are trending online. It gives the brand a lot of exposure especially when the content is creative enough to go viral. But as much as fun and entertaining it could be to create such content, a brand needs to be careful not to fall into the trap of integrating the brand too much that it becomes cheesy. An example of such mistake is the ad created by Kababji for the occasion of the Lebanese army day. The brand tried to show some wit in their ad and portray the Lebanese Army as the griller of their enemies. Kababji's business is based on grilling, but was it witty to compare food grilling with grilling your enemies? 

Well, according to social media comments the ad wasn't witty at all. On the contrary, it was cheap and repulsive. No one wants to associate grilled bodies with grilled food, and no one accepts a brand taking advantage of such respected event. Kababji could've showed respect and appreciation to the Lebanese army in so many different ways, but not the way they went with. An example of a smart and respectful ad for such event is the one created by Phenomena that says 24/24/10452. It is an example of simple, witty and a creative ad.

Here is the ad created by Kababji

And here is the ad created by Phenomena 

#lebanesearmy #army #lebanon #august1

When cafe Najjar decides to make an ad for Almaza

Recently cafe Najjar launched a TVC promoting their coffee. The TVC features a young athletic man throughout his day doing different activities that are sporty and young. If you watch the ad without the last couple frames, you would definitely think it is promoting a beer or some kind of youngsters' drink. But the TVC is promoting Najjar coffee served in a mug!! How inadequate and exaggerated is that?

If you review the brand's communication throughout the years, you'll notice a sudden change in its communication style. The brand used to focus on positioning itself as the Lebanese coffee we love and as the tradition we take with us abroad. Cafe Najjar for us, or for me at least, was the only link between my generation, my parents' and grand parents' generation. Now it is unrecognizable for me.

Here are the parts that stood out as awkward to me:

- The art direction doesn't look Lebanese at all.  

- Surfing: seriously? Where? The gold coast of Ramlet el bayda? 

- Driving the VW van! Guys seriously, enough using and abusing.

- The new "chaffe" mug! Feels like ADHD, heart attack, and semaine blanche!!!! 

Watch the ad here and judge for yourself.

https://m.facebook.com/CafeNajjar/posts/392517734158898#!/story.php?story_fbid=10154299784569654&id=68449909653