Al Rifai Valentine’s causing national feminist drama!
By Admin H: In one of the cheesiest occasions, Valentine’s, we are actually facing some less hideous campaigns if compared to Christmas. One of the ‘red’ campaigns invading the roads is the straight to the point “Al Rifai nuts”, a minimal visual and a play on copy.
On their corporate branding background of reddish gradient with the white typography, typical Valentines colors, (the ones that admin I can’t bear), a perfectly shot piece of nuts introduces an engaging play on form and connotations. In a festive season, where nuts and alcohol are essentials (along with condoms!), Al Rifai went direct with simple lines such as: “Because two can become one”, hinting the indescribable “Love”, trying to treat the cliché with the least possible cliché.
Those campaigns might seem passive to you, but they’re indeed provocative; just after the release, the campaign faced sexist accusations coming from their large facebook audience. The ads were accused to focus on a man’s brains, and a woman’s curves, which is somehow a very demeaning Orientalized look to gender. Whether you agree with those comments or not, the brand managed to keep a class while apologizing to the feminists of the women’s rights group that were offended by the ad.
Girls, girls, girls, com’on! It’s just a classy ad with some sense of humor, relax and think about more serious issues to defend in Lebanon, at least it’s way better than “Castania’s” Happy Valentine’s, and the huge sexual connotation shown in the shape of the pistachio (I guess no offense was taken there/ any agencies involved?)
“Al Rifai would like to point out that the Valentine visuals were not, in any way, trying to belittle the role of women in society. These visuals are part of a campaign that highlights the beauty of every nut and not our view on the role of men and women in society. We believe in equality, not only among people, but also among all our nuts. We hope that you will be able to see things from our perspective.
We thank all of you who appreciated the creativity of the campaign, your support proves that it was a successful one, but in order not to offend anyone and to avoid any further misunderstandings, we have decided to remove 2 of the posted visuals. Wishing you all a Happy Valentine’s Day!”