2012 Christmas miracle: Clementine got it right!
By Admin I: wait! I’m not trying to be the Christmas spirit spreading peace and joy everywhere, I’m really not. Clementine got it right and this happens every once in a blue moon for them and us!
Well you could call it a cheesy flat approach to promoting a country especially when it comes to the copywriting here, but being fair, this campaign looks nothing like the previous ministry of tourism campaigns that were done by one of the most prestigious multi-nationals (Impact BBDO). There are no bikini vs. Chador, no hummus plates and no mountain-beach analogy either.
The campaign plays on one very very ‘pure’ idea of the fact that we’re a population that overcomes difficulties and keep smiling (we do burn some tires, gossip like sluts and are highly sectarian as well). Talking visuals, the campaign proved to be nothing sloppy; weird enough, the art direction was well thought of, the coloring, the acting, the rhythm, it’s almost a full package of an ad that makes you daydream for seconds about the same questions asked in the video (or maybe I’m too festive to see the negatives).
To wrap it up, it’s a good campaign that deserves recognition for not faking promises about Lebanon; yes we’re just a fun country that should drop all other fake cliches that school books have injected in our heads.
Clementine in the end couldn’t but put too much sugar in the tea and play its never-ending failing wordplay manifesting this time in “Smilebanon” and another smiley emoticon symbol in the ministry logo which could’ve been a quite good ending, without the prior slogan.
it’s a MIRACLEMENTINE! *rolling eyes*