Cimenterie Nationale began mixing cement in Northern Lebanon in 1953 and gradually developed a larger family of brands. According to their website,
Today, our team of 550 highly trained and experienced personnel is committed to the production of high quality cement products under the well-known ‘Al Sabeh Cement’ (Lion) brand, which continuously meets stringent national and international standards. Quality and a commitment to preserving the environment are integral aspects of all our operations, which is highlighted by our ISO certifications and various other awards.
The commissioned ads from Impact BBDO of Dubai, UAE to be used in Lebanon.
I like the ads, but the message is that everyone is crazy and after you, so you should hole up in your house made of cement. The tagline is "Feel safe behind your walls." The ads make me think that this cement is only for movie stars, soccer (futbol) players and politicians. But that's obviously not the case.
Cement is also not something that we usually think about in the U.S., so for me, I was thinking, geez why would so much effort go into three ads. There are so many characters in each of these. I like the three different versions as well. Each of the characters has personality, to the point that we could give them all names.
Each ad has it's own feel but because of the logo in the top right hand corner and the repetition that each exhibits by having so many characters, you can tell that they are part of the same campaign. Politician Discourse reminded me of the movie 'Up!' or 'Meet the Robinsons' whereas Referee made me think of 'Dragon Ball Z' and 'Pokemón'. And then Actress of the Year was reminiscent of Coraline.
Politician Discourse
Referee
Best Actress of the Year
