Photo Credit: instagram.com/roudyjido
Dubai, UAE — May 2026 — Billboards have gone up across Lebanon bearing a simple, disarming message: “Unlike your ex, we know communication.”
The campaign, by regional agency Silver Bullet, is drawing attention not just for its humor but for what it reflects about how communications firms in the region are rethinking the way they market themselves, and to whom.
In an interview with Middle East 24/7, Silver Bullet CEO Christian El Borgi credited the slogan to the agency’s Lead Graphic Designer Alissar, adding that Account Director Jane championed the idea and pushed it forward when he was on the fence.
The slogan is gaining traction, with social media users spotting the billboard on highways.
“That campaign is a real team effort, and I think that’s exactly why it worked,” he added.
A sector finding its footing
The campaign lands at a moment when the public relations and communications industry across the Middle East and North Africa is experiencing significant momentum.
Historically dominated by large multinational networks concentrated in Dubai and Riyadh, the MENA PR sector has been shifting, with independent agencies carving out space by offering more agile, culturally attuned services.
Demand for integrated communications has surged as businesses across the Gulf increasingly recognize the commercial value of reputation management. Brands are no longer asking whether they need a communications strategy; they are asking who is creative enough to execute one.
The agency behind the punchline
Founded in 2017, Silver Bullet has offices in Lebanon and the UAE, a team of over twenty full-timers, and a client portfolio that stretches into Europe. It holds a Great Place to Work certification for 2024, 2025, and 2026.
The agency built its reputation quietly, largely through B2B work spanning sales, customer success, and social media management. The billboard campaign represents something of a gear shift, a deliberate move into public-facing brand building that signals confidence in its own voice.
El Borgi explained that Silver Bullet always believed that B2B communication does not have to be cold, robotic, or overly corporate.
Silver Bullet’s billboard
“We wanted to create something people would genuinely talk about instead of another billboard that disappears into the background after two seconds,” the CEO noted, adding “Humor and pop culture create memorability. In a city saturated with advertising, attention itself becomes currency.”
The goal, he explained, was for the campaign to feel accessible and relatable while still reinforcing the agency’s positioning as one that understands culture, timing, and audience psychology.
On operating in Lebanon, El Borgi said that the country is not the easiest environment to build a company in, but at the same time, it shaped his agency’s identity. “Operating in Beirut forces you to become adaptable, creative, resilient, and extremely resourceful. Those qualities later became competitive advantages for us abroad,” he added.
Christian El Borgi, CEO, Silver Bullet
Silver Bullet expanded to the UAE, according to the CEO the expansion was never about “escaping” Lebanon, but rather about creating stability, diversification, and access to larger regional opportunities while keeping our Lebanese identity and operations alive.
“Today, our team works across multiple markets, but the main and largest part of the creative energy, talent, and operational backbone comes and will always come from Lebanon.”
El Borgi emphasized that Lebanese talent has always been globally competitive in communication, hospitality, creativity, and relationship-building. “We wanted Silver Bullet to become proof that a company can grow internationally while still investing locally.”
The UAE offers structure, predictability, and scale, while Lebanon constantly challenges you operationally, he added.
The top official explained that they had no intention of becoming another story of a company that loses sight of its roots, while expressing deep gratitude to the leadership of the UAE for building a business environment that genuinely enables companies to grow regionally and think bigger.
“For us, growth is not only measured by expansion into new markets. It is also measured by the ability to continue creating jobs, opportunities, and optimism in Lebanon despite everything happening around us,” he concluded.
