Alfa ‘Midline': talking success
By Admin I: Whether this year was as doomed as it looks for this multinational or not, it’s pretty obvious that the Alfa account managed to balance some missteps and failures.
Alfa brilliantly managed to tweak the competition into a winning card; instead of competing with ‘touch’ on who’s paying more for a non-sense social awareness campaign, the telecom company decided to reach for the opposite direction: a genuine, fun, super-well written tvc for the launch of 2 new lines “U-Chat” and “Midline”.
If you thought “U-Chat” was a hit campaign, you’ll definitely agree that “Midline” could probably be one of best local campaigns of the year, and cheers to a nomination!
The new TVC totally showcases some skillful copywriting efforts, depicting a set of Lebanese known cliches and using a very natural play on words attributed to the middle child; the blend came out to be a win-win whether you’re a depressed ad man, or an angry copywriter, I can bet you had a good laughter on loop.
A good concept, and a meticulously well art directed execution, highlighting a strong pop-vintage feel that we all identify with, without the instagram-ish overdone effects.
Whether you like or hate us (probably hate us), you’ll be credited when doing such a good work!