Osmow’s ‘habibi’ Cyle Larin stars in new ad for World Cup

With Canada’s highly anticipated return to the men’s World Cup of soccer next week, QSR Osmow’s has launched a new campaign that playfully shows off the powerful impact of its food among true fans.

The spot, called “Habibi, I fix you,” features one of Canada’s star players, Cyle Larin, and was developed by the team at Osmow’s—which is the official Middle Eastern and Mediterranean Restaurant Partner of Canada Soccer’s National Teams—working directly with production company Alfredo Films.

The spot opens with Larin lying unconscious on the pitch. A worried trainer shakes his head at the coach on the sidelines, who says “Send him in.” Instead of a replacement player, it’s an enthusiastic Osmow’s delivery guy, yelling “Habibi, I am coming” (Habibi is an Arabic term of endearment, similar to “buddy.”)

When the delivery guy arrives, Larin is still out cold, and is only revived when the delivery guy holds an Osmow’s shawarma under his nose.

It’s a variation on a formula Osmow’s has tried before: popular sports stars in outlandish scenarios loving their Osmow’s—not high concept, but playful enough to bring smiles.

Those spots, featuring the Toronto Raptors’ Fred VanVleet and Norm Powell (now with the L.A. Clippers), were directed by Adeel Shamsi, who also shot “Habibi, I fix you.” The new spot will be supported by  a national media buy throughout the FIFA World Cup, as well during Toronto Maple Leafs and Toronto Raptors telecasts.

David Brown