TV Commercial
Background information
An English television commercial promoting Café Najjar, a deeply rooted Lebanese coffee brand with a global footprint. The coffee has a rich heritage filled with memories and emotions. The commercial emphasizes how people commonly share their day’s stories and cherished memories over a cup of Najjar coffee. It underscores the enduring presence of the coffee brand in people’s lives, emphasizing its significance in daily moments and life journeys, regardless of changing circumstances.
Kindly find the Arabic version of the television commercial through this link https://www.youtube.com/watch?v=LIpWTcWX4cQ
Notably, the commercial deliberately excludes a direct call to action (CTA) to minimize the transactional and commercial aspects of the experience. Instead, it places a strong emphasis on the life journey, appealing to the emotions and childhood memories of the audience. The real CTA is embedded indirectly in the text, and aims to induce people to continue their life journey with Café Najjar companionship. That is a hard-to-achieve enduring CTA that will continue to reverberate across people’s minds and hearts for a long time after watching the commercial.
The length of the commercial is 1 minute on purpose to emphasize the life journey theme. It can easily be shrinked to 30 seconds, but I don’t recommend it, as that will dilute the emotional impact of the life journey. After all, it takes time to make the listener visualize and live the experience.
English TV Commercial Script
It ain’t easy to be you
A lot has changed, but you’ve come through
The things that remain, they grow with you
Things you’ve come to value anew
Family, friends, and neighbors too
And that cup of coffee, a ritual so true…
When morning gatherings across balconies roam, and business meetings feel so much at home.
When the classroom shifts to your cozy bedroom, and the gym occupies your favorite living room.
Holidays, whether shared or on your own
Invitations, real or on a mobile phone
And recurring memories that transpire like a guiding stone….
As time moves on and days feel strange, embrace the memories that never change
Whatever happens
Najjar is there
P.S. Najjar is the family name of the business owner. It means carpenter in Arabic
Facebook post advertisement
(It is linked to the TV commercial by emphasizing the historical and national heritage link between Café Najjar and memories, thus bringing to life the life journey element with real-life enjoyable national experiences)
Pack your bags for a memorable trip with Café Najjar to Lebanon’s most picturesque destinations.
Be among 20 lucky winners of a three-day retreat at 20 wonderful guesthouses.
Secure your unforgettable prize by spotting the Najjar Gold logo beneath the cap of the instant coffee jar.
CTA: Pack your bags
Postcard Promotion
Elements:
Make it personalized because coffee is a personal affair
Visual Simplicity with strong, clear, national and contrasting colors
Use old style font
Quality Card (nonglossy to emphasize tradition) with Vertical orientation
The utilization of postcard marketing adds value to the Facebook promotion of the retreat by offering the opportunity to personalize Café Najjar coffee cups with diverse traditional motifs representing Lebanese locations and destinations. Consequently, savoring coffee transforms into an immersive journey through memories in the present moment.
Title: Savor Lebanon’s Rich Brewscape
Dear …(Name)………
Customize your own Café Najjar cups with a selection from five memorable Lebanese destinations.
Six cups delivered right to your door.
Smell the aroma, Savor the taste, Live the experience.
CTA: QR Code (title: Choose your Café Najjar Brewscape)
Visual: Cup of Coffee with a mini plate in the shape of Lebanon’s map colored with different shades of coffee brown color
Note: (Below is the usual general shape of a coffee cup and plate. Instead of circular, the plate will take the shape of Lebanon’s map)
