Exotica… The Comeback! Moukarzel… The Fall Down!

Written by

Maya Zankoul

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And if I might ad, the execution of the C&F ad is terrible, as it is clearly a cushion inserted into the woman’s clothes, and not a baby.

Again, I’d like to thank Exotica and their creative team for responding positively to the criticism of their campaign [I knew from trusted sources that the reason they updated the campaign is because of the reaction they saw through social media]. If that’s the case, then they are pioneers 🙂 What do you guys think about the other campaigns I just shared?

Exotica is now all over the Lebanese blogosphere: Raafat Hamze analyzes the campaign change here, and there is Plus961‘s, Liliane‘s & Joe‘s take on this.

On another note, I got back from Zahleh [as you might have noticed :P] and will update you tomorrow! Have a beautiful day with this smooth song from Spirited Away soundtrack by Joe Hisaishi!

21 Always With Me

Comments

25 responses to “Exotica… The Comeback! Moukarzel… The Fall Down!”

  1. eebz Avatar
    eebz

    Nice post 😉

    I commend exotica for listening and reacting following the attacks on the first version of the campaign. However, the second installment is so weak! But still, they actually listened to the people, brought those billboards down, and put up new ones, which is a feat by itself and a message much more important than whats being communicated in the ad.

    Good job Leo Burnett!

    Reply
  2. Wissam M Avatar
    Wissam M

    félicitations 🙂

    Reply
  3. Azza Avatar
    Azza

    I like how u drive with your left foot. hehehe
    The other ads are really awful, I think you should stop looking at billboards on your way to work Maya, I know its very hard bass eno se7tek bel deneh!
    About the exotica thing, the ad got very negative feedback and the management decided to take it out, the ad agency refused and I think as a compromise, they agreed to make another one.

    Reply
  4. Wadad Avatar
    Wadad

    I’m impressed

    Reply
  5. Riham Avatar
    Riham

    Hahaha. I thought the idea of C&F was nice in the sense that we should be good to our mothers since they gave us the greatest gift of all, but the first thing I thought was “They’re comparing life as a gift to make up as a gift? :|” so yeah, I agree.
    I have yet to see Exotica’s modified version.. I’m glad to know they’re listening, I’ve always been a fan of theirs.

    Reply
  6. kinzi Avatar
    kinzi

    Well done Maya. Constructive complaining works wonders, and this was def one to complain about!

    Reply
  7. Raffi Avatar
    Raffi

    Is réclame in French, reclaim in English? Then again, I could be wrong 🙂

    Reply
  8. Raya Avatar
    Raya

    shocked by the “intelligence” of ad campaigns in Lebanon !!!

    Reply
  9. it's mE!! Avatar
    it’s mE!!

    Maya Zankoul for parliament. Well exotica sure did respind to your initiative and our unanimous criticisim but they still drew a rather obvious line between the “unique” mom and the “common” mom. The others were plain catastrophic – in both idea and implementation!

    Reply
  10. M.MK. Avatar
    M.MK.

    EXCELLENT!

    Reply
  11. Maya Avatar
    Maya

    pour moucarzel no comment:P mais C&F pas si mal vu que la plupart des mamans adorent les produits de beaute et c’est parfois un petit geste comme celui la qui fait plaisir (“c’est l’intention qui compte”^^)… et une vie aussi grande qu’elle puisse etre est parfois regrettee!

    Reply
  12. IVY Says Avatar
    IVY Says

    We’re kinda helping Joallierie Moukarzel with all this publicity but oh well here is what I had to say about it. Bisoux ( great illustrations Maya!)
    http://ivysays.com/2010/02/18/lebanons-shallowest-ad-by-far/

    Reply
  13. lebnani Avatar
    lebnani

    Really good illustrations Maya!

    Accept one correction… women in Lebanon yes cannot pass their nationality onto their kids. But last year they were given their right to opening bank accounts for the kids (it was talked about on the news for weeks, because it was one woman who refused to wait for her husband to come to sign for authority and eventually all banks and government lifted this “ban”.)

    Reply
  14. darinerachkidy Avatar
    darinerachkidy

    Exotica are pro..
    this is the 1st time i see an excellent ad about curly hair…
    Media never tackle curly hair…it’s always about the same routine silk, straight..@#!!/@! hair
    bravo exotica ! ! i’ll pass by for sure..u’ll definitely recognise the new customer (curly black hair…heheheh)

    Reply
  15. darinerachkidy Avatar
    darinerachkidy

    about the jewellery shop Ad…
    anjad haram…let’s start by the x-mas Ad which was published almost EVERYWHERE….really sucks …the red hot lips babes wearing fur pausing next to a blue-eyes wolf … did the managenemnt see the Ad & gave its approval about it …let’s hope not..!!

    Reply
  16. Michael Abou Atme Avatar
    Michael Abou Atme

    Just wanted to point out that you shouldn’t kick down on the accelerate pedal of a car when you see something exciting! :S

    Reply
  17. mc Avatar
    mc

    If we (you) are being heard, we should ask for more things (not only from exotica)…
    let’ make a to do list!

    Reply
  18. stephano mendelek Avatar
    stephano mendelek

    hi i’m a big fan of ur blog . I discovered it when my mom interviewed u on mtv!
    although i agree with ur chritisim , that’s still my cousin miss leb 2007 on the billboard

    Reply
  19. Rawan Avatar
    Rawan

    Maya thats a really excellent work 🙂
    By the way, I emailed you to post something about Moukarzel some days ago… I dont know if you had the chance to read or it is just a coincidence
    Anyway bravo 😉 I Loved it

    Reply
  20. Samia Avatar
    Samia

    I love your post seriously 🙂
    Mother aren’t excepting for us any kind of gifts but only the gift of the endless love they give us.
    & now I understand for now my sis is a mother too & I’m becoming more and more understanding, Even if the campaigns ARE targeting our money for the sake of the occasion, still I would definitely get her something, not because she deserves it or its mothers day but to show her I care and even my humble gift won’t redeem its worth of the endless love, care & support she would give no matter how expensive of cheap it is.

    Reply
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  23. CS Avatar
    CS

    Dear Maya:

    I would like also to comment on our billboard ads that we find everyday in the streets of Lebanon since its impossible that they can pass unnoticed!
    About exotica ad I’m afraid i will have to disagree with you: i find the ad smart, funny and creative; i know that our Lebanese society is a very fake society that cares a lot about the looks and the physical appearance but i don’t think exotica ad is here to fix the flaws of our society.
    Everybody have trails from his parents and nobody should be ashamed of them; the mother with the big ears is extremely beautiful so is her daughter and the big ears are exaggerated in a very funny way that goes perfectly with the slogan: i thank you mom for the bad and the good.
    the people who hate their big nose or the big ears that they inherited from their mothers they are either now living with it normally and got over it or they all ready consulted a plastic surgeon and fixed their problem.

    I think we should give some credit for the few smart ads in our country that try to send their message gently without using vulgar or offensive context. (I think if we need to criticize some of the ads that we find on our streets there is a lot worse and ugly ads that makes u puke sometimes)

    The Moukarzel ad for the jewelry is by far a very stupid campaign that really shows how shallow is the creator of this ad! it seems he doesn’t have any clue about the basic women rights violations in Lebanon.

    The C and F ad is not creative and not impressive: i mean it doesn’t catch the eye at all but I think your analysis of the ad is a little bit exaggerated: we know that we can’t pay back for our mothers anything for all the sacrifices they endured for us and all C and F products together can’t be enough to reward our mothers but since its mother’s day and we have to bring her sth why not bring her a gift from C and F (not necessarily a cheap lipstick :P)

    thank you 🙂

    Reply
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