Osmow's - Cyle Larin / Habibi (2022) :30 (Canada)

Nothing tackles hunger quite like an Osmow’s shawarma.

The restaurant chain is celebrating its status as the Official Middle Eastern and Mediterranean Restaurant Partner of Canada Soccer’s National Teams with an engaging commercial timed to coincide with the upcoming FIFA World Cup in Qatar.

Directed by Alfredo Films’ Adeel Shamsi, the 30-second spot “Habibi” stars Osmow’s newest brand ambassador, Cyle Larin. The Brampton, Ont.-born footballer is a forward with the Canadian Men’s National Team, plays his club football with Club Brugge KV of the Belgian First Division, and also happens to be a huge Osmow’s fan.

The spot opens with a shot of a referee blowing his whistle and Canadian fans reacting to the sight of Larin lying on the pitch. The team trainer shakes his head as he looks at the manager, who simply says “Send him in.”

It then cuts to an Osmow’s delivery guy exaggeratedly making his way onto the pitch, where he shoulders the trainer aside and perks Larin up simply by waving an Osmow’s shawarma under his nose. The spot then cuts to the announcers’ booth, where both are now holding a shawarma. “That’s Osmow’s, baby,” says one, as his partner contentedly chews on the mid-match snack.

The Osmow’s team created the concept for the spot, in association with Shamsi. “This spot is a perfect representation of Osmow’s love for soccer,” says President and Chief Marketing Officer, Bernadette Osmow. “We are thrilled to partner with Canada Soccer as Cyle and the rest of the Men’s National Team makes its first FIFA World Cup appearance in 36 years."

Shamsi has previously worked on several Osmow’s spots, including a well-received 2019 ad featuring the Toronto Raptors’ Fred VanVleet and Norm Powell, and a follow-up spot starring just Powell (now with the Los Angeles Clippers).

The director says he didn’t have much of a chance to speak with Larin prior to the shoot, and knew he was only available for a short time on shoot day. “He was great to work with,” says Shamsi. “He was extremely easygoing, game for anything and took direction really well.”

The spot is being supported by a national media buy throughout the FIFA World Cup, as well during Toronto Maple Leafs and Toronto Raptors telecasts. It is also streaming on DAZN during NFL games, as well on both specialty and conventional TV.

Spot Title: Habibi

Client: Osmows

Marketing Director: Marina Baric

CEO, President of Franchisee Operations: Ben Osmow

President & CMO: Bernadette Farag

Creative Director: Team Osmow’s

Production Company: Alfredo Films

Production Company: Imagine Nation Collective

Director: Adeel Shamsi

Executive Producer: Xavier St-Roch

Director of Photography: Matt Bendo

Line Producer: David DeRose

Online: Justin Stevenson

Editorial: Outsider Editorial

Editor: Cam Anderson

Assistant Editors: Nathan Olszewicki, Daniel Karan

Senior Producer: Kayan Choi

Executive Producer: Kristina Anzlinger

VFX Artist: Juan Manuel Quintero

VFX Assistants: Karen Palacios, Kyra Zelanda

3D Artist: Elliot Ollea

Producer/VFX Supervisor: Abraham Reyes

On-Set VFX Supervisor: Yousef Abdel Rahman

Colour: Artjail Toronto

Colourist: Clinton Homuth

Colour Assistant: Austin Tang

Producer: Alison Maxwell

Audio: TA2 Sound+Music
Sound Design: Adam Ive, Andrew Fumerton

Engineer: Adam Ive

Executive Producer: Dana Gadsden