To launch its new flavour offerings in Iraq, Lay’s, in collaboration with Awkward Ads, has released a spot to celebrate the culinary heritage of the nation.
Directed by Eslam Aboelenein and brought to life by Bigfoot Films, the film masterfully intertwines vibrant stills, street scenes, and heartfelt family moments. It captures the pulse of Iraq’s bustling cityscapes, the richness of its traditional attire, and the contrasts between lively celebrations and deeply personal gatherings.
“For us, this campaign is about celebrating Iraq’s spirit in a real, grounded way,” said Omar Radwan, Executive Creative Director at Awkward Ads. “From shared meals to the special moments of everyday life, we wanted to create something that feels true to Iraq. Our goal was for audiences to connect instantly, recognizing their own lives and experiences in each scene.”
‘Flavors of Iraq’ aims to tap into the essence of Iraqi identity, weaving together everyday rituals with a touch of humor and resilience. Lines like, ‘I drink cardamom tea, even when the sun’s burning, and I’ll eat a burger, even when the rain is churning,’ assist the vivid imagery of a culture that finds strength and wit in the face of life’s challenges.
Schatzi Gheita, the Marketing Lead of Levant Foods for Lay’s, commented, stating: “Iraq is a land of perseverance, where every moment is a testament to finding joy in life’s smallest details. The people, the food, the culture—it’s all so rich, so full of history and heart. Lay’s is paying tribute to this incredible culture – the joy that comes from truly honoring one’s roots.”
“This campaign was about listening and understanding,” explains Amira Soliman, Business Unit Director at Awkward Ads. “We looked closely at the details that make up the Iraqi experience, from small gestures to celebrations, to reflect it in a way that resonates. It was about making something that feels natural, like it’s been part of the community all along.”
Credits:
Awkward Ads Team:
Managing Director: Sony AbdelMohsen
Creative Director: Omar Radwan
Business Unit Director: Amira Soliman
Head of Marketing & Strategy: Ahmed Fawzy
Art Director: Ameer Nader
Business Team: Zeyad El Kadi – Maria Gabriel – Ali Moharram
Creative Team: Ali Saed – Begad Hedayat – Abdelrahman El Deeb
Art Team: Abdelrahman Neno – Youssef Halim – Mohamed Nader – Omar El Sherif – Mohamed Saadawy
Director: Eslam Aboul Enien
DOP: Ahmed Tarek Bayoumi
1st Ad: Sama Kutkut
2nd Ad: Sherif Raif
Art Director: Mohamed Mongey
Stylist: Nashwa Maatouk
Bigfoot Films Team:
Executive Producer: Begad Omran
Producer: Karim El Fellah
Assistant Producer:
Rana Gebally
Ahmed Aboul Yazid
Omar Azzam
Amal Mohamed
Post Producer: Nouran Mowaffak
Head of Production: Hesham Abou Zeid
Production Managers:
Abdelrahman Botta
Kareem Gaber
Production Team:
Mahmoud Hassan
Aly Hashim
Aly el sayad
Mahmoud Ezzat
Hassan
Abdelrahman
Shady Heida
Post Production: Lzrd
Editor: Zingy
Assistant editor: Moataz Ahmed
Grading: Ahmed Gendy
Sound design & mixing: Khaled Hamdy
