01 / Challenge
Connect the brand’s UCL association with the way Egyptian fans experience football together. The campaign takes the anticipation, preparation and shared excitement of an important match as its creative starting point.
Big match. Unexpected company.
Lay’s / Egypt · Chipsy / Lay’s · UCL TV series · 2016
Concept development, scripting and art direction for a three-part UCL TV comedy series in Egypt, created at OMD in 2016. Hisham Mansour gathers his friends for the match with an unexpected guest: Youssef Mansour. Released under Chipsy, the local brand identity within the Lay’s portfolio.
The campaign / Three connected TV films
Egypt · Chipsy / Lay’s · 2016
01 / Getting everyone together
02 / The unexpected guest
03 / Match-night comedy
02 / Insight & idea
Hisham Mansour and his friends want their surprise guest, Youssef Mansour, to react like the action hero they know from his films. They recreate situations inspired by his famous movie scenes, while Hisham wears a costume referencing one of Youssef’s recognisable screen looks. Their efforts fail to trigger the reaction they want. The payoff comes naturally when Youssef’s team wins: without any prompting, he performs his signature move. Football delivers the moment the friends could not manufacture.
03 / My role
As Senior Art Director / Associate Creative Director at OMD, I contributed concept development, scripting, art direction and storyboards. I presented the creative work to the client, supervised filming and gave feedback on the edit. I worked alongside Creative Director Abeer Elgarhi, with production by OZ Productions and direction by Hadi El Bagoury.
04 / Work
Concept development, scripting and art direction for a three-part UCL TV comedy series in Egypt, created at OMD in 2016. Hisham Mansour gathers his friends for the match with an unexpected guest: Youssef Mansour. Released under Chipsy, the local brand identity within the Lay’s portfolio.
An Egyptian match-night ritualThe preparation.
The preparation.
The company. The comedy.
Selected frames from the three finished TV films. The campaign uses the gathering around football as the setting for its humour.
A familiar cultural occasion
Friends arriving with their match-night essentials, getting settled and reacting together give the films a recognisable social foundation. Football is the reason to gather; the characters provide the comedy.
The surprise casting
The friends want to see Youssef Mansour react like the action hero from his films. They stage situations that echo his famous movie scenes, and Hisham wears a costume referencing one of Youssef’s recognisable screen looks. These references turn the gathering into a playful attempt to bring his movie persona into the room.
The unplanned payoff
The friends’ attempts do not produce the reaction they hoped for. When Youssef’s team wins, his signature move finally arrives without their prompting. The joke resolves through a recognisable football truth: the excitement of the match gets a bigger reaction than anything they could stage.
The local brand expression
The supplied films carry Chipsy branding and the Champions League association. The case sits within the Lay’s portfolio while preserving the Egyptian identity visible in the work.
Campaign credits.
- Agency
- OMD
- Creative Director
- Abeer Elgarhi
- Senior Art Director / Associate Creative Director
- Ahmed Alkarim
- Production House
- OZ Productions
- Director
- Hadi El Bagoury
- Director of Photography
- Mazen El Motagawel
- Executive Producer
- Omar Abou-Zeid
More Lay’s work.
Lay’s Forno key visuals across the full range and New Fusions. Select an image to view it in full.