We all know that in different cultures the meaning of a word can be …. well…. different. For example the word “thongs” in Australia means flip-flops. Some may argue that the Australians are up side down anyway, but it’s important to know the lingo. Especially when you are creating ads for the country you plan on advertising your product in, ESPECIALLY if it’s a brand that was created in that country.
What am I blabbering on a about you ask? well, it’s the all new Almaza Light ads in Lebanon. For those who aren’t familiar with the brand, here is a lill info: founded in 1933, today its capital is 35 billion LBP, Almaza exports to Canada, the United States, United Kingdom, France, Australia and in the Persian Gulf countries.
Big deal right? yes, and usually their ads are always so patriotic and smart some examples:
This is our culture, this is us
There are many more, but for now this is my focus point. Almaza has launched (or relaunched) their “Light beer” and i must say. Someone has taken all the years of hard work and flushed them down the toilet. The English and lingo on these ads (in my opinion) are simple ridiculous, here.. lemme show you.
really? using a play on word? and a friend request? trying to be social media savvy are we?
That would mean I’m dead, OH CRAP AM I DEAD? but there were soo many things i wanted to do!!
Really???? are you sure you want to use those words in Lebanon ????
This would have been a better visual to match the copy : (drum roll please)
Makes more sense, light up your summer
Now in all fairness there is one that is …. okay…
The copy is cute and catchy and connects to the Lebanese public and its way of life. The visual too, it reminds me of that day when they were burning the garbage in burj hamood and the whole of the Beirut sky turned black 
Bottom line, this is not one of Almaza’s best campaign, especially not when so many expats and tourists (might) visit this summer.
Still, I love the brand, i just think they need to stick to their pot of gold.
xoxox
