Lay’s have released a video campaign for the FIFA World Cup 2026™, capturing Saudi Arabia’s passion for football on screen as part of its wider marketing campaign that encourages fan interaction.
The video campaign, brought to life in partnership with IMPACT BBDO and Film Pudding, has already been seen by millions on live broadcast streams of the FIFA World Cup 2026, and across social media and digital channels.
The campaign includes seven films, from fun cinematic spots to WhatsApp-friendly videos, designed to reach audiences where they actually engage.
It also extends into a “Fan of the Match” promo leg in which we see a fan transported to the finals simply by scanning a Lay’s pack, and limited flavor launches which will release soon as part of a mini campaign on its own. The campaign will culminate with a fun wrap up of the watch party itself.
The video campaign brings together the Kingdom’s national team stars and football legends in a fun, cinematic story centered on the “No Lay’s, No Game” philosophy.
The story follows three national team players: Salem Al-Dawsari, Nawaf Al-Aqidi, and Musab Al-Juwayr, who decide to host the ultimate watch party when they can’t make it to the official event. They compete to prove who can throw the best viewing experience, with Lay’s as the ultimate symbol of hospitality.
Football legends Mohammed Noor, Hussain Abdulghani, and Mohsen Al-Jam’an bring credibility to the campaign, while comedian Mohammed Abdulrahman represents the everyday fan.
“This campaign represents more than a FIFA World Cup 2026™ activation; it’s a cultural conversation,” said Ibrahim Zeinalabdin, Chief Marketing Officer, Lay’s Middle East & Saudi, “We’ve moved beyond the traditional celebrity endorsement model to create something that feels authentically Saudi while connecting to a global moment.”
Zeinalabdin added, “By anchoring the narrative in our heroes, both current and legendary, we’re saying that the rituals that matter most happen in our homes, with our people, and always with Lay’s at the center. The campaign proves that while football brings the world together, the sacred rule of ‘No Lay’s, No Game’ is what truly unites us.”
The campaign launched as the global football community builds momentum toward the FIFA World Cup 2026™ finals, positioning Lay’s as the essential companion to Saudi Arabia’s football experience — a status the brand has earned through years of embedding itself in the nation’s sporting culture.
Credits:
Client: Pepsico Lay’s
Agencies: IMPACT BBDO, Film Pudding, OMD, House of Comms
