A Recap on Summer Campaigns: All the Lebanese Ads You Might’ve Loved (or Didn’t) This Summer

Summer in Lebanon was full of bold ideas, colorful visuals, and ads that were either a hit or miss. Here’s a look back at all the campaigns that defined the summer season in Lebanon.

1. WE DESERVE SUMMER with Roadster

The campaign that confused so many people when it shouldn’t have, “WE DESERVE SUMMER” was a breath of fresh air amid a season of overly complicated ads and campaigns with convoluted messaging (or worse, weak political messaging) that left audiences scratching their heads.

The idea was simple: Lebanese people deserve summer, and Roadster wanted to join in on all the memories you create this season. Hungry after the beach? Going on a casual summer date? Craving a delicious bite with the family? Roadster has got you covered, as always.

The campaign featured Lebanese personalities Wael Arakji and Yara Bou Monsef and was accompanied by a revamped summer menu, redesigned restaurant decor, and staff uniforms to match the vibrant energy of the season. This full 360° summer takeover was not just a slogan with some ads; it was a complete experience.

They even wrapped up their summer campaign with a song called WDS by artists jade, OVRSTP, and Yam, which you can listen to here:

While many praised the campaign for its bold visuals and nostalgic appeal, others questioned its focus on summer aesthetics rather than the food itself. Some felt the celebrity endorsements lacked a clear connection to the brand’s core offerings.

Love it or hate it, it showed that campaigns don’t need to be complicated to grab attention. Roadster’s campaign succeeded in reigniting conversations about summer in Lebanon, reminding us all of the joy the season brings.

2. The Al Abdalla and Al 7ayalla Rivalry

Al Abdalla kicked things off with a cheeky campaign: “Al Abdalla ✅ Al 7ayalla ❌”. Just a month later, a new chicken spot opened under the name “Al 7ayalla”, quickly sparking a frenzy on social media.

After it opened in Khalde on the site of Ahmad Al Abdalla’s former branch, the new joint drew curious crowds eager to try it out. Many were speculating that Ahmad Al Abdalla himself may have opened the place, capitalizing on the campaign’s buzz. Adding fuel to the fire, the last four digits of Al 7ayalla’s listed phone number match Al Abdalla’s.

So now the big question remains to this day: Is this a clever competitor, or is Al Abdalla playing both sides in the ultimate marketing stunt?

3. Spinneys Launches “MISSING” Billboards

Spinneys faced major backlash for their tone-deaf billboard campaign that featured “MISSING” billboards. The campaign, which launched in early August, displayed large photos of individuals with the word “MISSING” in bold, followed by the name of a location.

The timing coincided with the fifth anniversary of the devastating Beirut port blast, leading many to believe the posters were memorials for victims or real missing persons notices.

Instead, it turned out to be a marketing stunt promoting Spinneys’ branch locations. The campaign drew criticism for its insensitivity and lack of awareness.

4. Beirut Beer Shades Almaza

Almaza Rosé is a recent innovation from Brasserie Almaza, Lebanon’s iconic brewery established in 1933. Launched just in time for summer, this beverage is a fusion of beer and fruit flavors, offering a refreshing alternative to traditional brews.

After Almaza went viral for their new flavor, Beirut Beer quickly launched a billboard war with a shady campaign. They wrote, “Badal ma nlawena zaher, tarakna l beera asliye!” loosely translating to, “Instead of coloring it pink, we kept the original flavor!”

We honestly love seeing billboard wars happening in Lebanon, especially when they’re clever. It’s a fun way for brands to playfully compete while grabbing public attention, and it gives us a little extra excitement during our daily commutes.

Who remembers the beef between Hallab, Douaihy Sweets, and Sea Sweet?

5. Deek Duke’s Influencer Billboards

Deek Duke’s recent influencer campaign in Lebanon has garnered significant attention. It cleverly appropriated popular viral catchphrases by Lebanese influencers, transforming them into catchy slogans that resonated with the Lebanese public.

They not only tapped into current trends but also highlighted their ability to connect with the audience through a lighthearted campaign. The campaign’s success is evident in its widespread recognition and the buzz it generated across various media platforms.

By leveraging the power of viral content and aligning their messaging with the pulse of Lebanese pop culture, Deek Duke has effectively positioned itself as a brand that understands and engages with its audience in a meaningful way.

Enjoyed this read? You might also like: 3 New Beirut Spots to Check Out This Weekend