On the plus aspect, Almaza appears to be the one main participant nonetheless promoting – which I suppose is nice for the financial system. On the minus aspect, the outcomes are actually inconsistent (right here). For his or her newest installment, Almaza unfiltered, the model tries to riff on all these issues in Lebanon – something from how the seashore in Saida has been taken over by Muslim extremists denying ladies the appropriate to put on a swimsuit, to ladies strolling the streets and being harassed, to males with non-conforming genders, going by an entire multitude of points that gen Z or millennials discover difficult.
Nonetheless, the tone of voice, the way in which the advert was shot, the entire ambiance made me bear in mind a a lot, a lot better advert that riffed on too many such social points… The advert was executed by Leo Burnett in 2005 for Aizone (the child brother of Aishti – the city’s most luxurious adress) which you could find right here. I really suppose Almaza redid the unique although with much less gusto than the Aizone effort (which I nonetheless discover chic in spite of everything these years).
Watch the Almaza effort right here, which in itself is fascinating. And to provide credit score the place credit score is due, the unique idea – Un-filtered beer which is as courageous because the Lebanese “enduring unacceptable and unjust day by day deceptions” (as per the phrases of Almaza) which results in the phrases un-censored, un-hate, un-armed, un-censored, un-afraid and so forth within the advert is definitely not half as dangerous.
I nonetheless suppose nevertheless the Aizone advert was a lot better executed.
