Music, culture, and creativity collide in Awkward Ads’ campaign for Mountain Dew and Doritos
Creative agency Awkward Ads has partnered with Mountain Dew and Doritos to launch a new campaign aimed at capturing the spirit of Gen Z in Iraq. Awkward Ads was tasked with creating a campaign as bold as the brands it represents, and shattered the mold.
The concept, rooted in the brands’ dual identities, is a musical and visual masterpiece. Khalifa OG and Armando, two of Iraq’s most influential rappers, took on the challenge of crafting tracks that captured the individual energy of Mountain Dew’s dynamism and Doritos’ daring edge. But the real magic happens when their tracks collide, transformed into a seamless mashup by Wael Alaa, better known as Neobyrd.
The visuals, directed by filmmaker Nazly Abouseif, transform the campaign into a feast for the senses. From gritty urban landscapes to bursts of vibrant color, each frame captures the raw energy and cultural richness of Iraq. The interplay of chaos and beauty reflects the audacious spirit of both brands.
But it’s not just about sound and imagery. This campaign dives deep into the cultural fabric of Iraq. Incorporating Iraqi and Kurdish dialects, it’s designed to feel like it belongs to the audience it’s speaking to – a rare feat in brand storytelling.
The campaign’s dynamic soundscape, crafted by Wael, brought all the visuals and soundtracks together to create a cohesive, immersive experience. The music’s intricate layering served as the emotional core of the entire campaign.
The campaign’s rollout has been equally impactful, combining high-energy TV commercials with immersive in-store branding and digital activations. Each touchpoint extends the campaign’s immersive vibe, creating a cohesive experience that places Mountain Dew and Doritos at the heart of Iraq’s Gen Z culture.
The campaign is another addition to a showcase for Awkward Ads. The agency’s work has fueled a growing presence in the Middle East, particularly for their ability to create culturally resonant storytelling for local audiences while maintaining global brand standards.
