Awkward Ads Develops Music-Driven Campaign for Mountain Dew and Doritos in Iraq

 

Creative agency Awkward Ads has launched a new advertising campaign for Mountain Dew and Doritos, incorporating music, cultural elements, and dynamic visuals to engage Iraq’s Gen Z audience.

The campaign features a musical collaboration between Iraqi rap artists Khalifa OG and Armando, who created tracks reflecting the distinct brand identities of Mountain Dew’s energy and Doritos’ boldness. The tracks were later merged into a single composition by music producer Wael Alaa (Neobyrd) to form the campaign’s core soundtrack.

The visuals, directed by Nazly Abouseif, showcase a mix of urban landscapes, vibrant contrasts, and cultural symbolism to reflect contemporary Iraq. The inclusion of Iraqi and Kurdish dialects further grounds the campaign in local identity.

According to Sony AbdelMohsen, Managing Partner at Awkward Ads, the campaign extends beyond traditional advertising formats, using TV commercials, in-store branding, and digital activations to establish a presence among young audiences in Iraq.

This campaign is part of Awkward Ads’ continued expansion in the Middle East, with a focus on culturally relevant advertising while aligning with global brand messaging.