Ministry of Tourism 02: Lebanon the pointless cabaret
By Admin I: When we called this year’s first Ministry of Tourism TVC a miracle by Clementine, we weren’t kidding (we’re usually right, #justsaying).
They just cannot have a series of successful work; after the release of a decent campaign with a horrible headline (SmiLebanon), Clementine got back with a part 02 promoting a 50 days sales period initiated by the Ministry itself. And what are we promoting again?!! As much as we loved how the first campaign had no ‘tourism’ cliches, the second fails to remember that we’re promoting a country not a cheap art directed, more like ‘decorated’ cabaret!
You guys cannot! The whole approach is a 90s looking mess trying too hard to be creative that it fails to even have a decent unique selling point, or at least a promise. Even though it seems like jingles are back trendy after the Touch campaign’s Hamed Sinno jingle, but in 2013, we cannot just go and recycle Marwan Najjar’ish soap-opera music and stick it to a ministry ad!
Nothing looks and/or sounds Lebanese in this campaign, not even the flamboyant entertainment scenes, art direction or the copy-based jingle. This same idea could be used to promote a Maameltein restaurant (the ones usually having back rooms for happy endings) having a 50 nights show by ‘Samaher’ (isn’t that the name of all belly-dancers here?!).
To wrap up this disappointed post, the idea of having an imaginative experience on board had potentials to be further developed (even though it’s not very new), but starting with an idea and forcing a concept to it, made it too cheap for a touristic purpose (ministry = government = country = you cannot do that!!)
Cheers to cheap advertising, after all, we’re craving for some sleazy lusty khalijis aren’t we?!
Production: Global Films
Creative Director: Sami Saab
Director: Mazen Fayad
DOP: Toufic Tabbal
Art Director: Issa Kandil
Stylist and Costume Designer: Bashar Assaf
Casting Director: Marianne Tanios
Assistant Director: Michelle Hallit
Singer: Anne Sophie Azzi
Music: Walid Sarrouh
Post Production: The-Bright Side
Color Grading: Faisal Merheb