Thursday, December 2, 2010

Exotica - the harder they fall!

So after blotching the Valentine campaign (specifically the outdoor bit), the mothers' day campaign, and the autumn campaign (with to their credit, only getting it right on one of the executions of the balconies), I was anticipating to see what the Christmas campaign would be like. And it turned out to be.... this! I have enclosed the link to the website because it gives a better view than my own picture.
Distorted images of children on the Christmas tree ornaments with the headline going "you're the final touch" - or perhaps "the final nail in the coffin". I think I was a bit deflated seeing this an anti-climax. But then it stands to reason to continue in the same path the ads have been going for some time now.
Here I go again offering unsollicited advice, but after proposing to amend the Mothers' day ad (in an article published in Communicate magazine) to "tob el jarra 3a temma" and arguing that Exotica actually used Arabic in the past (when they did the "khatife" for example - when the word "eloping" was too difficult for the Lebanese public), I propose the same thing this time around.... You see, Arabic - when used properly, can be noble, enchanting, poetic, joyful, touching and sentimental - everything Exotica wants to convey for their Christmas client. A specific carol comes to mind called "laylat al milad" (the Christmas night - lyrics by Monseigneur Mansour Labaki) - a part of it goes "laylat al milad touzhirou el ardou" (on Christmas night, the earth blooms with flowers).
Can you see this headline on a visual depicting some nativity scene surrounding by Exotica plants? A small creche at the bottom of a Christmas tree? Or is this against the rule that says that Christmas is no longer a Christian holiday (yes, I am aware of its pagan origins, but also that it is supposed to celebrate Jesus' birthday symbolically).
I can see such an ad. A beautiful poetic headline with a religious conotation, on top of a warm Christmas scene. I miss seeing that, doesn't anyone else?


Ibrahim Nehme said...

good post, Tarek.
I miss the days when they used to do great advertising. Too bad it's no longer the case.

Darine said...

This ad really shows complete lack of creativity both visually and conceptually. I just feel like they shouldn't have bothered with having an ad at all and spending the money on the banners...

Gabriel Ghali said...

Such a failing system. they rose and rose to suddenly come crashing down in all forms of communication!

As Darine mentioned, why have something incomplete and meaning-less? it won't even make any difference.

I think they're going for the idea that: "any talk or buzz is advertising"