13/2/2023

This past weekend, Canadian viewers watching Super Bowl LVII experienced a clever and unique take on the classic blend of sports and comedy, with the airing of “Habibi,” a commercial created for Osmow’s Restaurant, featuring professional Canadian Soccer star, Cyle Larin. Directed by Adeel Shamsi, a talent represented by Freshman in Montreal and New York, this spot made its mark during one of the most-watched events in the media and entertainment world. Originally created for the FIFA World Cup 2022 where Canada was participating for the first time in nearly four decades, the ad was so successful that Osmow’s decided to bring it back for Super Bowl LVII.

Relying on a touch of dramatized comedy, the commercial, “Habibi” opens with Cycle Larin seemingly injured on the pitch, only to be revived by the scent of an Osmow’s shawarma wrap, delivered just in time. The collaborative approach to the creative was an effort between the Osmow’s restaurant team and Adeel Shamsi along with his Toronto production partner Alfredo Films, to demonstrate the seamless integration of advertising and entertainment.

The commercial, which was filmed in Toronto, is part of a broader media strategy that saw it air not only during Super Bowl LVII but also during various other sports broadcasts including on DAZN and during NFL games, to ensure its wide reach across Canada and beyond. With over 250 000 views on Youtube alone, the success of this campaign underscores the impact that creative, well-timed advertising can have, particularly when it resonates with national pride and humor.

As Osmow’s continues to expand its brand presence, the collaboration with Adeel Shamsi exemplifies the powerful role that a skilled Director can play in leveraging brand in the sports and comedy space. The “Habibi” spot’s journey from the FIFA World Cup 2022 to Super Bowl LVII further highlights how compelling storytelling in advertising can captivate audiences and leave a memorable impression.

This commercial stands as a testament to the enduring appeal of well-crafted media in the fast-paced world of advertising and entertainment. The Freshman team is proud of Shamsi’s accomplishment.

For more on Adeel Shamsi’s work or to see the “Habibi” Commercial, check out his page here.