Context: Pringles was rolling out its Deli range to a region that loves bold flavors. The tone had to feel local, stay inside food-label rules, and still make viewers hungry in ten seconds flat.
Challenge: The brief arrived with an English idea built entirely on cheese puns. Legal said the word “cheese” was off-limits in Arabic. We needed a fresh Arabic concept that kept the same crave-worthy energy.
Idea: We wrote a commercial about a couple so captivated by the flavor that they start hallucinating. It's a playfully "cheesy" ad that never actually mentions cheese. We achieved this by building on their increasingly nonsensical, yet perfectly understandable, reactions to the taste.
Warning: A Cheesy ad coming ahead!
Credits
Client: Pringles
Agency: Socialize
Creative Director: Jason Velasquez Burayag
Copywriter: Mohamed Essam
Account Manager: Mohamed Awkal
Account executive: Rahim
