No Lay's, No Game.
Lay's gave its World Cup platform a Saudi edition: national team players compete to host the best watch party, fans follow a WhatsApp group chat, and pack scans enter a draw for match tickets.
- Brand
- Lay's
- Agency
- IMPACT BBDO
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
As official snack partner of the 2026 World Cup, Lay's wanted the tournament to feel close to Saudi fans as their team played a third straight World Cup, and to claim the home watch party rather than the stadium.
The idea
The films cast Salem Al-Dawsari, Nawaf Al-Aqidi and Musab Al-Juwayr as players who can't make the official event and compete to throw the best watch party, joined by legends Mohammed Noor, Hussain Abdulghani and Mohaisen Al-Jamaan, with comedian Mohammed Abdulrahman as the everyday fan. The story ran as seven films, from cinematic spots to WhatsApp-sized clips, and as a WhatsApp group chat with voice notes that fans could follow. A 'Fan of the Match' draw, entered by scanning Lay's packs, offered tickets, pitch-side access, a trophy and a moment on the stadium screen.
Case study source: Campaign Middle East Source ↗
