Restaurant chain Osmow’s, the Official Middle Eastern and Mediterranean Restaurant Partner of Canada Soccer’s National Teams, activated the tie-up to leverage excitement around the 2022 FIFA Men’s World Cup through a campaign fronted by Club Brugge and the Canada national team forward Cyle Larin and titled ‘Habibi, I Fix You’.
The campaign, which aims to drive home the brand’s consumer promise that ‘nothing tackles hunger quite like an Osmow’s shawarma’, was led by a hero 30-second commercial featuring the Brampton (Ontario) born attacker who is a genuine fan of Osmow’s.
The video stars with a shot of a referee blowing his whistle and Canada’s fans reacting to Larin lying on the pitch. The trainer shakes his head as he looks at the manager, who simply says ‘send him in’. The camera then cuts to an Osmow’s delivery guy walking out onto the pitch and reviving the player simply by waving an Osmow’s shawarma under his nose. The spot then cuts to the commentator’s booth where both announcers’ are holding a shawarma and one says: ‘That’s Osmow’s, baby’.
The Osmow’s in-house marketing team created the concept and the campaign was created with Alfredo Films and Outsider Editorial. The spearhead spot, which was helmed by Director Adeel Shamsi, rolled out from 19 October and comes in 30- and 15-second versions.
The ad is supported by a national media buy running for the duration of the FIFA World Cup and during Toronto Maple Leafs and Toronto Raptors telecasts. It also streamed on DAZN during NFL games, as well as running on specialty and conventional TV.
“This spot is a perfect representation of Osmow’s love for soccer,” said President and Chief Marketing Officer Bernadette Osmow. “We are thrilled to partner with Canada Soccer as Cyle and the rest of the Men’s National Team makes its first FIFA World Cup appearance in 36 years.”
The campaign was created for client Osmow’s with conceptual input from Marketing Director Marina Baric, Chief Executive Officer Ben Osmow and President Bernadette Farag.
Production was run by Alfredo Films whedre the team was led by Director Adeel Shamsi, Executive Producer Xavier St-Roch, Director Of Photography Matt Bendo, Line Producer David Derose and Online Editor Justin Stevenson
The editorial company was Outsider Editorial with Editor Cam Anderson, Edit Assistants Nathan Olszewicki and Daniel Karan, Producer Kayan Choi and Executive Producer Kristina Anzlinger, plus VFX Artists Juan Manuel Quintero, Karen Palacios and Kyra Zelanda, 3D Artists Elliot Ollea, VFX Supervisors Abraham Reyes and Yousef Abdel Rahman.
Coour was handled by ArtJail Toronto’s Clinton Homuth, Austin Tang and Alison Maxwell and sound by TA2 Sound+Music’s Adam Ive, Andrew Fumerton and Dana Gadsden.
Comment
Osmow’s Shawarma, the official food partner of Canada Soccer, boasts more than 130 outlets and is the largest Mediterranean and Middle-Eastern food franchise in North America.
It was back in March 2022 that Canada became the first Concacaf nation to qualify for the FIFA World Cup and Qatar 2022 marks the men’s team’s second appearance in the tournament after first playing during Mexico 1986.
Leave a comment
You must be logged in to post a comment.