PepsiCo roped in regional ad major Awkward Ads to launch a new campaign for its arm’s chips brand Lay’s in Iraq.
The campaign is to promote Lay’s new flavours – Kebab, Burger, and Dolma – aimed to capture the essence of Iraq’s rich culinary heritage.
The Egypt-headquartered Awkward Ads, billed as a leading creative agency in the MENA region, is known for turning cultural insights into memorable storytelling.
A promo film launched to promote Lay’s new flavours blends dynamic stills, expressive street scenes, and tender moments, showcasing everything from bustling streets and traditional wardrobes, to loud celebrations and intimate gatherings.
The rich tapestry of visuals captures cultural details to evoke the intimacy of a family gathering in Iraq, the firm said.
“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,” he said.
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 humour of Iraqis.
Awkward Ads has been steadily building its presence across the MENA region, producing campaigns in Egypt, UAE, Saudi Arabia, and now, increasingly, in Iraq.
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