Hasta La Creative!

The Turks have a proverb: “Watermelon shell fell into the sea.” It denotes that it is time to look for work, and it is used to explain when it is the ideal time to start looking for work.

In the advertisement, we encounter musician Fedon. Fedon is a well-known figure in Turkish pop music; however, Fedon only performs during the summer season. As a result, when Fedon begins performing in Turkey, everybody knows summer has arrived.

We merged our idiom with Fedon’s and stated that the summer season began with Fedon falling into the sea. This metaphor clarifies that summer has arrived, but not with Fedon’s presence on stage, but rather with his unintentional fall into the water.