This must be one of the most uncreative ads in the history of Lebanese TV, not to mention the disturbing message it sends out to Lebanese Women. It says : Le Bijou est aussi un droit reclamé-lé- meaning Jewelery is also a right, DEMAND IT!!!
Last time I checked, a man would buy a woman jewels, as a gift, because he liked her and because he wanted to, not because it’s a right. For those of you that know even a little about how unequal rights are for women in this country would know why this ad is degrading to all women.
Insinuating, that because women are wives, they too have rights and they deserve to be rewarded with jewels is just terrible. So what happens next , we’re supposed to walk over to the men in our lives and demand they give us our rights- jewelery!! How undermining and offensive!!
I make that assumption because it shows a miserable middle-aged women sitting on a chair in what seems to be a study, contemplating, or going over her rights.
Two Words for Joallierie Moukarzel : Major Fail
Bisoux
Angelina Jolie Visits Lebanon
How I Plan To Get My Pre-Baby Body Back
Attention Tourists In Lebanon-Behave!!!
I agree!!
Luxury becomes a necessity.
MAJOR MAJOR MAJOR MAJOR FAILURE
I mean most ads in Lebanon go down the drain, but this one is on the top of the list: COMPLETE MAJOR FAILURE
Thats what I thought. I am not french literate but my wife translate it to me… very very disturbing and awful ad… I just hate it…
Disaster!
Claim it is a more accurate translation than demand it.
This is not a fail, it’s a very creative ad with a very strong message. You happen to disagree with the message. The ad agency obviously knew that millions are going to disagree, it doesn’t take away from the creativity.
My only concern is how far apart the i and the j are in bijou 😛
MY EYES…..MY EYES….MY EARS!!! :'”””””(
*God…Where is this Country Going….*
Well if the ad agency knew that millions are going to disagree, well way to go hehehehehehe good luck for Lebanon if that’s the way people are going.
This is not particular to Lebanon either. It’s an attitude ad agencies have and had worldwide.
And the article brings up a good point, that right now women in Lebanon are fighting for some very basic rights, i.e. giving their children the citizenship. But again that makes the tagline for the Ad even smarter. It’s saying that on top of all the rights you are fighting for, there’s Jewelery.
It sounds shitty but Moukarzel is not in the business of Human Rights, but in the business of well, Jewelery.
I do agree with Johnny… Very good explanation of the advertising business… Merely discussing it here in this forum (and much more offline!) confirms the success of this campaign…
Thanks for the feedback but I strongly disagree Carla, Johnny is right this is the jewelery business and business’s spend thousands and millions on advertising sure for publicity, but your forgetting the main objective here which is increasing sales revenues.
and when an ad appalls the audience ( which in this case also happens to be the target audience ie, women) and turns them off from the product, then the campaign will most definitely NOT be a success. I never felt anything when I used to see a Moukarzel billboard… now it arouses negative feelings, so how is that a good thing?
I get the whole creating a ” buzz” argument but this is not a reality show your advertising here or an idea, it’s jewelry and it’s not going to sell! and if it does then we must re-examine our morals and judgments. Bisoux
I don’t remember where I got the lead to this blog, But the point is that such a society “demands” such an Add. In what way? Well I believe that Lebanese have become shallower in their thinking/behaviour than any time in the past, and that has become the norm in our days.
I don’t want to generalize, but Ivy, If you are not a shallow person, maybe 90% of the people are.
I think we should admit that Lebanese are becoming materialistic and shallow, because there’s a general trend towards this. There’s so much importance given to what type of car you drive, what brands you wear, what place you hang-out in, where you live, who are your friends and contacts, what is your financial background…and the list goes on!!! …Where-as in other countries these are the things the majority of people care about the least.
It is indeed and awful add. Not only is it degrading to women (and the whole society as well), but the execution… It makes me wana spill my guts!
This is one of the lamest ads ever. It is as bad as the Sedar ones. Thank god i don’t watch TV.
OK, not only is this ad completely and utterly useless, doesn’t even get the point across… I agree that it’s insanely offensive and just plain stupid. How can we ever think of progressing as a nation if we keep tolerating such things? You know what we should do? We should have like that awards show for worst actor, film, etc… in the states, but for ads 😛 what’s that called again? I forgot, but I remember hally berry won worst actress for cat woman once..