YASA – May’s true story campaign
Intro by Admin I: This blog is officially crazy! One campaign can easily stir things ups between admins, cause a big controversy and give birth to this below schizophrenic post. So Admin R (the ‘nice’ right wing of this blog) was totally touched by Clementine’s YASA ad, while HF, a friend and supporter found too many problematic loopholes in the approach. Honestly speaking, both points of view make sense, so you decide!
Admin R: An edgy new campaign by Clementine for YASA aimed at distracted drivers, is being rolled out across social media “betheb el seraa, ma tmout fiya”. The idea is to remind drivers to keep their eyes on the road and lessen the amount of accidents.
These types of awareness campaigns were done once by Lebanese actors such as Georges Khabbaz, Carmen Lebbos and others for ‘Kunhadi’, but didn’t make sense back then.
This time, May Sahab, a Lebanese actress & an anchor carried the flag; she stated a true story, her painful experience. May lost her husband, whom she waited around 14 years to get married to, the Father of a 1year old girl and a baby coming to this messed up world soon, (I have seen her bump in the ad, Admin I didn’t, he thinks it’s a missing link, whatever, talk to the hand!)
There wasn’t acting (although i never miss noticing it, #Lebanese series #lousy acting).
Nobody in this campaign is attempting to use “tears” to sell a product; there was real burning non shed-tears on the ultimate verge of a heartbreak.
This approach is touching and authentic, making a buzz because it’s using a famous person’s sad story as a testimony, but does it minimize the rate of car crashes and loss?
HF: You would expect to be touched by an awareness campaign in a way or another, but unfortunately, when I watched the new ad by YASA, I just sat there with a poker face and I got a bit confused. Regardless if you know May Sahhab’s story or not (I personally didn’t), You can’t but notice how broken hearted the woman is, but the problem is the confusing script, I mean, what the hell was she talking about? To someone that doesn’t already know the details, the ad looks like a weak staged performance with a lot of glitches in the copywriting/scriptwriting itself.
After tweeting the ad and expressing how useless it was for me, I got a DM from a fellow tweep, explaining to me about May’s tragedy that happened last year. To be very honest, I got emotional just by reading the message and knowing the details. I had to know more so I watched her interview on MTV’s Talk of the town, I got goosebumps during the whole thing.
The TVC, although revolves on story telling (pff, the new trend) doesn’t explain much, and it could have been any woman out there who lost a husband, child or brother…The story is touching, especially the pregnancy part (that should’ve been highlighted smartly, but it’s Clementine in the end), I had to do my own research for a clearer insight.
On another note, we’ve had enough of these kinds of ads, yes it might be touching but what’s next? Are these ads effective? What is awareness without a change in behavior?!
See? You guys should be the judge!