Lebanon Harlem Shake - Ad Analysis

This ad from Connect is a textbook example of how to turn a potential creative weakness into a strategic strength. At first glance, using the 'Harlem Shake' internet meme in 2017—a full four years after its cultural peak—seems like a misstep. However, the entire premise is built around this deliberate lateness. The core insight is simple and universal: people have a fundamental fear of being left behind, of being out of the loop. In the digital age, speed is relevance.

The execution follows a classic Setup-Turn-Payoff structure. The setup (0:00-0:12) establishes a tranquil, almost stereotypically slow-paced Lebanese fishing village. The visuals communicate tradition and a disconnect from the frantic modern world. The only hint of what's to come is the subtle head-bobbing of one fisherman to the unmistakable intro of Baauer's track. The turn (0:13) is the predictable but still funny 'drop,' where the serene scene explodes into the chaotic, flailing dance the meme is known for. The juxtaposition of the stoic, older characters with the absurd dance provides the core humor. But the ad doesn't stop at the gag. The payoff (0:24) is what elevates it from a simple joke to a smart ad. The tagline, 'DON'T BE THE LAST TO GET IT,' brilliantly reframes the entire piece. The fishermen aren't just doing a funny dance; they are a metaphor for anyone with a slow connection—literally the last to get the trend. This is immediately followed by the solution: 'CONNECT FASTER, WHEREVER YOU ARE,' positioning the brand as the enabler of cultural and informational currency.

The key takeaway for the creative team is that relevance isn't always about using the newest trend. Sometimes, a more powerful statement can be made by acknowledging and re-contextualizing a shared cultural memory. The campaign, which also included a take on the 'Ice Bucket Challenge,' shows a consistent strategy of using 'late' trends to hammer home the point about connection speed. [3, 4] It's a smart, self-aware approach that respects the audience's intelligence and rewards them with a clever punchline.