SGBL is celebrating its 60th anniversary with this new TVC. It is well done, well shot, with exclusive music by Khaled Mouzannar. And it is boring as all hell!
Still, Mr. Ghanem is supposed to anchor a very interchangeable ad which could have fit any bank-insurance company-official body celebrating whatever milestone.
Everything is there, and by God, I assure you, we have seen them before. All of them - the ballerina in a dilapidated setting, the workers rushing to help one another to mend a house torn by the war, a slice of life about a family arguing (which is often used as a metaphor for the civil war years), the shots of Beirut with dreamy colors, and - pardon me Mr. Mouzannar - the conventional prepackaged music which is supposed to indicate romanticism-dipped-in-resilience-with-a-dash-of-hardship. Yes, all been done before.