"Omar Adam looks like a kebab"?

Opticana's surprising campaign

Omar Adam is facing online criticism in the service of the Cattleya brand, which is launching the new summer collection of sunglasses in a campaign with a message against the abusive discourse on social networks.

About NIS 4.5 million has been invested in advertising and it will go up on television, digital, social networks and signage.

I have Seville

20/06/2022

Monday, 20 June 2022, 14:48 Updated: 15:52

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Talkbacks can be cruel, we already know that.

But can even stars built, to a large extent, through admiration for them on social media, be harmed by the reaction of an anonymous person?

At least in the case of singer Omar Adam, the answer is yes.

The collaboration between Omar Adam and the Cattleya sunglasses brand, marketed by Opticana, has not started in the current campaign.

But while the focus has been on the singer and star in previous campaigns, this campaign reveals more vulnerable aspects of a person's psyche, as part of messages designed to moderate the inflammatory discourse on social media and make it more respectful and pleasant.

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To the full article

Omar Adam faces online criticism: "We need to know which glasses to wear" (Photo: Shai Franco)

Reviews can burn

In Opticana's new campaign for the Catalia brand, Omar Adam reads things that have been written about him on social media, such as "What's going on with Omar Adam?"

And concludes that reviews can burn sometimes, but one should not burn from them, just put on the right glasses and go out confidently and celebrate life.

Omar Adam for Opticana

"What's going on with Omar Adam ?, looks like a kebab"

The campaign from the advertising agency Reuveni Friedan will present Adam in his private moment at the beach, in the background of which he hears evil talkbacks written about him on networks such as: "What's going on with Omar Adam ?, looks like a kebab."

The advertisement ends with a sentence: "Criticism, like the sun, burns sometimes. You have to hug it and just make sure to put on the right glasses."

: '' The Catalia brand appeals to young people who live on Instagram and social networks and are often exposed to the violent discourse that takes place there.

It was important for us to say specifically to those young people: celebrate life, celebrate yourself, wear glasses that filter not only the sun's radiation but also everyone who "burns" you with the keyboard.

Photos for the cattleya sunglasses campaign with Omar Adam (Photo: Shai Franco)

Against the phenomenon of cyberbullying

According to the importer: "The Catalia brand brings with it values ​​of celebrating life, sanctifying the colors, the reception and the message that the different is special. From this the chain chose to launch the summer collection with a message that is very relevant to the brand's audience and very relevant to the brand spirit: The phenomenon of cyberbullying and the easy hand on the keyboard from which many young people suffer. "

Photos for the comprehensive campaign of cattleya sunglasses for Opticana (Photo: Shai Franco)

Orchid heart flower

The Cattleya eyewear brand, was launched at the Opticana chain last year, along with Omar Adam as a presenter, and has already become the No. 1 brand in the chain's sales.

The origin of the name "Catalia" is from Latin.

It is the name of a rare orchid that grows in the rainforests of Colombia and is considered the most beautiful of the orchid flowers.

The newly launched collection contains 110 models and brings the hottest trends from Europe's leading fashion houses with a Latin-Levantini look & feel.

The manufacturer states that the glasses are manufactured under strict conditions and combine the most advanced materials in the world of optics such as titanium, pleasant-to-the-touch ceramic peas made with a unique method and finishes with an insulated resin filling that allows for comfortable and imperceptible assembly.

In addition, the hinges of the "Catalia" glasses come with a rigid inner extension made of stainless steel.

The frames are light, flexible and hypo-allergenic.

The spectacle lenses are made of the most advanced materials and pass the most stringent quality control tests to give the eye maximum protection and filtering of the harmful radiation.

The sunglasses are sold at a uniform price of NIS 299 and the eyeglass frames at a price of NIS 399, including lenses and a vision test by a professional optometrist.

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Tags

• Opticana

• campaign

• Omer Adam