Pepsico’s Lays Forno has launched a campaign to establish the baked potato chip as a healthier option in the category for consumers in Saudi Arabia and the UAE. Produced in partnership with Film Pudding and creatively developed by Wondereight, the campaign’s comedic nature adds drama to a pilates class when a participant notices a bag of Lays Forno around.
The spot aims to bring a fresh twist to snack advertising through an approach full of personality, mirroring the bold flavours of Lays Forno.
Directed by the visionary Younes Medhat, the production blends precision with spontaneity, creating a space where performance feels effortless and real. Younes’ cinematic vision captures moments that feel vibrant, warm, and irresistibly relatable.
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The spot begins with a group of ladies taking their places at a reformer pilates class. As the class begins, a participant spots a bag of Lays Forno nearby. This dramatic distraction brings everything to a halt as the woman dramatically swoons for the light, airy, baked potato chips. Even the class’s instructor sheds her confused demeanor to become a supporter of Lays Forno.
The campaign targets Saudi and Emirati female audiences in their mid-twenties to late-thirties. The spot will run for a period of two years across TV, digital, social platforms (Instagram, TikTok, Snap Youtube) and print, POS sites and out-of-home as well as across Pepsico’s channels.
Credits:
Client: Pepsico
Anfal AlDulihan – PepsiCo Marketing Manager
Saad Masood – PepsiCo Marketing Director
Agency: Wondereight
Maria Yirikian – Associate Account Manager
Joelle Bogi – Creative Director
Joanna Menassa – Associate Creative Director
Production House: FILM PUDDING
Layal Moukahal – CEO
Sam Milan – Regional Head of Production
Karen Abou Jaoudeh – Associate Producer
Director: Younes Medhat
DP: Rokas Šydeikis
