Is this the most divisive ad of the year?

Olqa Basha’s café ad combines realism, repulsion and sisterhood, but it might be a bit much for some.

Olqa Basha Jeans, along with the emerging Rocksalt agency, brings gross-out comedy in its new café-set commercial.

Set amid an ambient sunrise, the ad begins tranquil enough as two women watch the world go by. Then, the mood shifts as one of the women sees a love interest through the cafe’s elegant window, who they then proceed to observe indulging in a bit of (very public) nose cleaning.

The acting and sheer audacity of the ad keep you watching. And it’s surely among the most divisive offerings this year.

Frederico Roberto, executive creative director, TBWA\RAAD Dubai, echoed this: “Advertising 101: your ad needs to be memorable, and stand out from the rest as a "sea of sameness" populates most briefs. Standing out is easier said than done, of course. So, I wonder how this piece from Olga Basha ‘New Jeans’ really does perform. personally, although I'm not really a fan of the storyline portrayed here, its effectiveness is guaranteed.”

Where previous Olqa Basha campaigns leaned into a feeling of solitary city glamour and more aspirational backdrops, the café set-up is more approachable.

The ‘twist’ here, however, does make us wonder what sorts of conversations took place in the planning stage. Notably, the only jeans on show are worn by the handsome, but hygienically questionable, male lead. A bold choice.

Rocksalt’s depiction of everyday scenarios reflects a growing demand for authenticity in fashion storytelling (see also the Loewe ad with Aubrey Plaza). Olqa Basha’s ad mirrors the relatable, spontaneous feel of user-driven aesthetics seen on TikTok and Instagram, mixed with the prerequisite sense of shock value, that’s decidedly shareable. 

I just can't look away.

Whatever your opinion on the ad, it can’t be denied that real risk is being taken in advertising in 2025, and brands and agencies can win audiences over when they depict unfiltered, and in this case, undesirable, moments.