Ahli International Bank: Housing Loan

Challenge

Find a random middle-class couple planning to get married. Ask them what is their biggest fear. Most probably she will tell you “Having to put up with my mother-in-law with me in the same kitchen”. Whereas he will tell you: “Not being able to afford a home”.

Idea

When facing such an existential angst, people tend to become as superstitious as cavemen, and cling to anything that gives them the thinnest beam of hope. That’s the spot-on approach chosen by Spirit Beirut to create the new tactical hit TVC for Ahli International Bank – as part of the second full-fledge campaign for the bank in less than one year. Ahli Bank has his say: yes, with the housing loan package, your wish to have a home can become true, endorsing the very Lebanese slogan “Baddak beit, ma t2oul ya reyt”, that alludes to the proverb “Kelmit ya reit ma bet3ammir beit”.