Don’t go to Lebanon: an advertising Fattoush
By Admin I: Another advertising campaign going viral, this time it’s ‘don’t go to Lebanon’ by Impact BBDO for the ministry of Tourism. The viral video this time is not about Lara K’s thighs or Fadel Shaker’s crimes, it’s a whole other Leb-o-fiesta playing on emotional appeal, in what is known as reversed psychology, and borderline irony.
First thing’s first, the ad is considered good if compared to Clementine’s ministry of tourism visual massacres released last February, and way better than the old versions by BBDO, you know the ones having a woman in Bikini and another wearing a Chador. It’s a smart overall idea, mainly targeting emigrants rather than new tourists, which is a highly realistic insight, knowing that in such situations, nostalgia is not intended at affecting foreigners.
The thing is that it’s beautifully shot, naturally art directed without going over the top cliche, but what’s annoying is overdoing it. It actually feels like a fattoush went wrong, I mean the same concept could’ve been made without the reach for celebrity endorsement, they add nothing to the concept but a twist of hypocrisy, being the first to encourage tourism all around the Arab World but abstain from pro-bono events in their own country.
Okay so it’s meh-to-well done, hoping that one day Arabic copywriting can become as natural as the filming skills, simply because it in this case, it serves a fake dramatic purpose instead of self-identification. The ‘less idealistic’ aspect is what made this campaign go viral, let’s keep that in mind!