Which is why, during the FIFA World Cup Qatar 2022, potato chip brand Lays wanted to make sure their crisps were the snack of choice for football fans in Saudi Arabia. It was important that Lays’ campaign reflected that once-in-a-lifetime, celebratory feeling. The chip brand kicked off by producing a range of limited-edition crisp flavours for the tournament, with this range being the key focus of a creative video campaign in Saudi Arabia. Especially considering that the country’s national football team would be playing. Lays created a one-minute-long, superhero-inspired video campaign featuring six Saudi football stars wearing Lays-branded sports jerseys and showcasing superhuman abilities.

Source: The North Africa Journal January 24, 2024 13:18 UTC