Lucky Ev­ery­day

ArabAd - - AD TALK -

La Libanaise Des Jeux (LLDJ), the ex­clu­sive op­er­a­tor of lot­tery games through­out Le­banon, kicked off 2016 with a new of­fer­ing dubbed 'Yawmiyeh', which means daily in Ara­bic, a game with high odds that al­lows play­ers to win daily.

The TV cam­paign, cre­ated by the team at Im­pact BBDO Beirut and pro­duced by Won­der­ful Pro­duc­tions pokes fun at the stereo­typ­i­cal Le­banese who spend more money than they have. Through three films di­rected by Amine Dora, we meet the Le­banese cliches:

The ev­ery­day party goer who com­plains about be­ing un­em­ployed while bran­dish­ing the lat­est phone. The woman decked out in brands from head to toe who huffs about her boss's stingi­ness. And fi­nally, the man in a lux­u­ri­ous apart­ment plan­ning a huge wed­ding while com­plain­ing that his rich father-in-law is not pitch­ing in.

We watch as th­ese three char­ac­ters are con­fronted by their skep­ti­cal friends who ques­tion them about their fishy source of in­come and are then as­ton­ished when the char­ac­ters re­veal that the source pow­er­ing their lav­ish life­style is 'Yawmiyeh'.

Po­si­tioned as an easy so­lu­tion for some pocket money and the key to a lush life, this on­line and TV cam­paign was fur­ther sup­ported by press and out­door ads. Yawmiyeh's catch phrase "Kel Yom Yaw­mak" (lit­er­ally mean­ing: ev­ery day is your day), a pun in Ara­bic, hints that you're guar­an­teed good luck ev­ery day.

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