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Earlier today, Crepaway released a new ad to celebrate them turning 33 years, along with their famous tagline: #ComeAsYouAre.
The ad is exactly what you’d expect from the phrase “Come As You Are,” except it’s taken to a whole other level with some Lebanese taboo-breaking as Crepaway features a same-sex couple for the first time ever in an ad made for a Lebanese company. It’s also just in time before Lebanese LGBT NGOs start a week-long campaign to fight homophobia in the country.
Some people might gullibly think that the two women in question are just best friends and brush it off, but it’s far from the case. The voice over says: “And here’s to never hiding your love-bites,” as two women cuddle by the sea, come sunset time.
I was completely taken off guard by them including such a moment. I never expected a high profile company like Crepaway to go there, but I’m glad they did because it raised the quality of their ad’s message so much more.
The ad itself is as “woke” as that moment which is bound to have some people talking in the next few days: it is inclusive, features all kinds of kinds of Lebanese people you’d encounter on a daily basis, and celebrates all those differences that make each one of us, us.
Crepaway, I salute you for the courage you’ve put forth into making and approving such an ad to be how you represent your message in 2017, as you turn 33.
Check out the ad here:
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A Separate State of Mind | A Blog by Elie Fares 
Hey Elie, I am not very convinced of your conclusions but still if you see this in the ad, then it is there. Please note, in the Aizone Vote ad dating back to 2005, there was an obviously gay man applying eyeliner. In the same year, Aizone issued a campaign “vote for…” one of them was “vote for tolerance” and was about homosexuality and bisexuality. So I am afraid the topic has been treated before – probably i am much older than you so I remember things you do not.
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Here is the Aizone link http://blog.tarekchemaly.com/2017/05/concerning-lgbt-inclusions-in-lebanese.html
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Without ignoring the obvious homosexual undertone of the ad, I had always thought the guy applying make-up was a rock musician. Hard rock artists tend to wear eyeliner.
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great ad with great content, shame it’s in English and therefore targets a small elite part of our society…
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It’s a great ad! Too bad it’s a remake of another ad, like most of our Lebanese ads these days.
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This is lovely but I don’t think it was the first. Aishti did it on billboards part of heir vote for tolerance campaign in 2007
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Hi Elie,
I stumbled upon the below on someone’s Facebook
I couldn’t but notice the similarities in the below 2 campaigns.
– Crepaway (1) & H&M (2)
– Sohat (3) & Adidas Originals (4)
Crepaway: http://bit.ly/Crepawaycampaign (come as you are)
H&M: http://bit.ly/HandMcampaign
Sohat: http://bit.ly/SohatCampaign (untouched Lebanon)
Adidas Originals : http://bit.ly/AdidasOriginalsCampaign
#CrepawayHandM #SohatAdidas
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