If you’ve been on social media this past summer, you’ve probably seen it – Roadster’s We Deserve Summer campaign popping up everywhere.
Billboards. Stories. Reels. TikToks. Even your cousin’s beach day post on Instagram somehow managed to feature that tagline.
And, of course, because this is Lebanon in 2025, people have Opinions™.
Some are all in: “YES, we do deserve summer! Bring on the burgers and sunsets!”
Vana, commenting on the campaign in a Reel, pointed out how the campaign was on point after everyone dealt with the consequences last summer:
Others… not so much: “Deserve summer? After the traffic on the way back from Batroun? Please.”
Some completely had absolutely no clue what the campaign even was.
Eddy, commenting on the billboard in a TikTok video, said he liked the visuals but questioned what this has to do with Roadster:
@eddyounan ♬ original sound – eddyounan
The debate and theories continued in the comments.
So, instead of letting the comments section keep throwing shade, we decided to go straight to the source and get the real story.
The Truth Behind We Deserve Summer
We spoke directly with the Roadster team about what the campaign REALLY means and why they went all-in with this vibe, and here’s what they told us:
“Last year, Lebanon missed out on summer. No long nights out, no spontaneous road trips, no dancing until sunrise. We stayed in, held back, and carried the weight of everything we couldn’t have.
But this year? This year, we deserve summer – a real one. Loud, messy, sun-soaked, and full of life. We’ve earned the right to let go, break the rules, and feel free again. Because summer isn’t just a season – it’s a state of mind, and we’re all in for it.”
And honestly… they’re not wrong. Especially after everything we went through for the past years.
How They’re Bringing It To Life
Roadster went for a full 360° summer takeover – not just simply a slogan with some ads:
- A brand-new summer menu with new fresh additions
- New décor at every branch to give you that summer energy – including at its iconic Jal el Dib location
- Summer uniforms for the staff (because the vibe has to match the mood)
- Sponsorship of summer events across Lebanon
They even roped in basketball champ Wael Arakji and public figure Yara Bou Monsef as the faces of the campaign.
Big summer energy, confirmed.
As the final part of this campaign, Roadster revealed the WDS – We Deserve Summer song in collaboration with Jade, OVRSTP, and YAM during the C U NXT SAT event at Sporting on August 23.= – and it featured Roadster’s iconic burger sliders.
@worldnomac WE DESERVE SUMMER ?? #lebanontiktok @Roadster Diner #lebanon ♬ original sound – Mac Candee
So… Is It Deserved?
Look, whether you’ve been spending your weekends at the beach, dancing till sunrise, or just trying to find parking anywhere, one thing’s clear – after the summer we missed, maybe we do deserve to make this one count.
And if that means a new burger, fries on the side, and a milkshake in hand while soaking up the summer vibe… we’re not complaining.
