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.
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