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.
I'm very curious about that final scene with the workers building the home. Do Lebanese banks-- and SGBL in particular- typically engage in home-building?
Lah, lah ya Habib! See, this type of scene (not just used by SGBL but ubiquitous in post-war Beirut from Tatra Milk to "Ana Loubnan" campaign to Solidere to wahtever) is how Lebanese are always hopeful, always rebuild what was destroyed, and always help one another. Yes, cliche, I know, but then this is how Lebanese advertisers use it.
Hopeful, as in, it's just a hope that no one carries through on?
Well, we do carry through on it, you and I live here - and so it must be hope for something to change! Otherwise everyone would have fled the land.
What was that other bank ad, that had the little girl in all the old black and white film reels, like sitting next to Bechara Khoury and what not. Along the lines of 'we have always been here, by your side'
90th anniversary of Fransabank...
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