Sunday, May 5, 2013

XXL: and Z the question is....


Research credit: Miled I.

And you thought we weren't going to notice? Tsk, tsk, tsk... XXL (regardless of what I think of the ad itself) had made the ultimate blunder by writing its own new line in two different ways. In Arabic there is a clear distinction between "z" as in ذ and "z" as in ز - so if one writes "l3aba zakiyye" (as being said by basketball star Fadi Al Khatib) the was it is written on the billboard, it means "play it smart", if written like it is at the packshot of the TVC it means "let it be fragrant". Maybe XXL is launching its perfume soon? Or did they copywriter go Zzzzzzz and fell asleep? That is Z the question.
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