Lay’s has introduced three new flavors – Kebab, Burger, and Dolma – to capture the essence of Iraq’s rich culinary heritage. For the launch campaign, the brand partnered with Awkward Ads, a dynamic, young, and agile creative agency known for turning cultural insights into memorable storytelling.
The film – directed by Eslam Aboelenein and produced by Bigfoot Films – blends dynamic stills, expressive street scenes, and tender moments, showcasing everything from bustling streets and traditional wardrobes, to loud celebrations and intimate gatherings. This rich tapestry of visuals features Awkward Ads’ signature depth, which captures cultural details to evoke the intimacy of a family gathering.
“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.”
The campaign’s script draws on daily rituals that reflect Iraqi identity, with lines like “I drink cardamom tea, even when the sun’s burning, and I’ll eat a burger, even when the rain is churning,” capturing the resilience and humor of Iraqis.
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.”
Awkward Ads has been steadily building its presence across the MENA region, producing campaigns in Egypt, UAE, Saudi Arabia, and now, increasingly, in Iraq. “This is our third campaign in Iraq this year, with one more exciting project coming before year-end,” said Sony AbdelMohsen, Managing Director at Awkward Ads. “As Iraq grows as a market, so does our commitment to it, and 2025 holds even more potential. For us, it’s about creating meaningful campaigns that bring brands closer to audiences across the region.”
About Awkward Ads
With a hybrid model featuring a Cairo-based studio and a regional hub in Dubai, Awkward Ads is a young, agile, and creative agency specializing in culturally authentic storytelling across the MENA region. With team members across Dubai, Cairo, Jeddah, and Baghdad, Awkward Ads is known for its deeply relatable insights and unique execution. The agency’s work includes standout campaigns for some of the region’s most exciting brands, such as “The Sad Sandwich” for El Menus, Rexona’s “Move for Hope,” 7up’s “3aleeha” with Dr. Alfons, and Pepsi’s Nutmeg Challenge featuring Saudi football legends Samy Al Jaber, Mohammed Al Owais, and Farah Jefry. Awkward Ads brings a fresh perspective to each project, crafting campaigns that connect with audiences on a genuine level. For more information, visit https://www.awkwardads.com/
