When I saw that campaign while walking in Saifi the other day, I was impressed. To create a campaign with such witty sarcasm was awesome, but I also worried that it’d be severely misunderstood by Lebanese folks, and it was, in different ways.
The Leila Abdellatif Factor
Lebanese people are hopelessly superstitious. Our millionaire entrepreneurs are sadly all astrologers and other types of snake oil salesmen (Michel Hayek, Maguy Farah, and all the copycats they spawned). It’s understandable people would resort to believing horse shit that cunning marketeers pedal to desperate masses, given that they cannot hope for anything more from a failed state and corrupt leadership that is nose-diving the country’s economy and society into the abyss.
This tendency to believe in something that is obviously not true, and is actually quite stupid if you think of it, makes people more likely to participate in the lottery, which I think is aptly dubbed the “stupidity tax”. Therefore, from a marketing standpoint, pandering to many Lebanese people’s weakness to obviously false and idiotic superstitions, was genius, though heavy-handed somewhat.
What’s Happening to the Cats
According to the press release I received, the black cats that are “reported” are picked up and shipped all the way to New Zealand, one of the few countries where superstitious people consider black cats as “good luck”, not “bad luck”. Now, the first thing I thought when I read this, is “fuck, those cats are lucky, leaving this superstitious cesspool of religious extremists to go to one of the most gorgeous, peaceful places ever: Middle Earth, otherwise known as New Zealand.”
But then, I was like, “NO! What are you doing, stop encouraging the decline of Lebanese intellect into a sad, sad old woman that truly believes a black cat is bad luck cause she’s a witch in disguise”.
But at the end, I was happy for the cats. Happy they managed to escape Lebanon into a good country. Lebanese cats and animals in general suffer massively from the cruelty and evil of folks. How many times have we seen stupid kids microwaving their animals, shooting them, torturing them, dragging them behind their cars, running them over on purpose and even FUCKING MUNICIPALITIES like the Burj Hammoud criminal ones that were shooting stray dogs at night. So, if I can make the “stupidity tax” people pay moeny to save poor animals and send them somewhere more civilized, then why the hell not?
Transparency is an Issue
Did the cats really get to New Zealand? Would someone really spend so much money and diplomatic connections to send a bunch of black cats to one of the farthest countries from ours? I’m not sure, and these “stupidity tax” stuff always lack enough transparency for me. Can we get the number of cats? How much all this cost? Who paid for it exactly? How can we verify the cats are doing ok in NZ?
And the press release mentions that they had the “support of municipality officers”, the same officers who shoot stray animals on the street because they somehow think that they are all “rabid” and pose a threat to citizens, which is something anyone with a functional brain knows is absurd. A rabid animal would show clear signs of that, and would die soon after the symptoms kick in, so the chance of that happening is almost negligible, or at least not enough to explain the slaughter of so many poor animals for no good reason using LIVE AMMUNITION in our neighborhoods…
It was a cool ad, although I think instead of fostering and encouraging the ill-advised superstitious decision-making of Lebanese folks, the focus should have been on removing the myth from the Dark Ages that cats are actually witches (which back then meant women that could read and write, and thus, in the backwards religious mind “threaten faith”).
It also has a hint of racist behavior, whereby we purge a certain “color” (black) and celebrate another (white). It also wreaks with our bloated self-importance and entitlement attitudes: “these cats are bad luck, so fuck it, let’s get rid of them cause I didn’t pay enough attention in school to know that witches don’t exist and it’s 20 fucking 15″.
What are your thoughts?