Cafe Super Brazil and storytelling
By Admin R : When it comes to coffee, I’ve always thought: How do advertising agencies seduce consumers with an unconventional ad? It’s indeed a hard task for creatives to move from traditional approaches for such a traditional product; So after brainstorming comes the light bulb moment: A fortuneteller and a cup of coffee: It’s fun, real, mysterious and highly relates to our culture! hurray let’s shoot it.
The idea is not bad until you hear the “clairvoyant” speaks. She’s classy, blonde, English Educated with a light French accent, and has a 5 stars workplace – lucky her!
Isn’t coffee a popular product targeting all social classes? After all, “Cafe Super Brazil” is not “Lavazza”, and its target audience is not usually an elite class of people.
Another note: The TVC portrays women drinking “Cafe Super Brazil” and waiting for the fortune teller, which makes “her” the central unit of this whole approach, as if those women only drank the coffee to use it for fortunetelling disregarding its good rich taste… No flavor nor quality is a USP here, but stories “khabbriyeh-As said in the headline”, which makes it personal and lovely, but what about the coffee?!.
Does this approach sound “real” to you?!
Here’s what a faithful reader thought of this ad in an email asking for our opinion, adding a well spot point that makes this campaign highly questionable:
Guest J : “I don’t know if you guys agree, but I have mixed feelings about this campaign. My first impression was that it’s nice and very well done.
But the more I see it, the more I say: REALLY?! Do we really need to keep stereotyping Lebanese women as the ones who keep waiting for fortune tellers’ opinion, specifically about men?
As a girl, I refuse to be seen that way, I am sure this goes for most working ladies, who work their ass off during the day and might not even have time to drink coffee, more specifically no time for “tobb el fenjen” and wait in the queue for Mrs. Whatever fortune teller”
I’d rather watch ABOU-NAZIH commenting on the political circus in the Lebanese parliament.
(Video will be added when officially published online)