DUBAI: Potato chip manufacturer Lay’s has unveiled a new promotional campaign featuring six of the biggest current stars of Saudi football.
Mohammed Al-Owais, Salem Al-Dawsari, Ali Al-Asmari, Abdulelah Al-Amri, Hattan Bahebri and Abdul Aziz Al-Bishi appear in the commercial, which also includes a guest appearance by legendary former player Majed Abdullah.
The promotional film invites viewers to embark on a journey of football fandom, driving home the excitement and fun of the game and a feeling of national pride among Saudis, whose national team are currently competing at the FIFA World Cup in Qatar.
As part of the campaign, Lay’s has recorded and will soon release, in partnership with audio streaming platform Anghami, a musical track comprised of football-themed anthems. Lay’s said the track was inspired by local chants and designed to inspire football fans across the Kingdom.
“We are delighted to have joined forces with some of Saudi Arabia’s greatest football stars and Anghami to launch this fantastic campaign,” said Aamer Sheikh, CEO of PepsiCo Middle East.
“Beloved by many across the Kingdom, the region and the world, the beautiful game is renowned for its unifying power; its uncanny ability to bring people and communities together, not only to have fun and revel in the passion of the sport but to get closer to one another.”
Snacking is an intrinsic part of the sports-watching experience for many fans, according to Lay’s. According to a 2017 study, 96 percent of Americans said they were likely to nibble on snacks while watching TV, and 30 percent said potato chips were the snack most likely to tempt them finish the whole pack.
With this in mind, Lay’s has launched a selection of new, limited-edition flavors, including creamy garlic sauce, balsamic vinegar and olive oil, and honey mustard.
“Lay’s is all about bringing joy to the fans and we wanted to provide a way to connect with our Saudi fans over their love of the game — and love of snacks — to deliver even more smiles throughout the season,” Sheikh added.