Lasting sense of wonder

Building on the success of previous "Yelʿab Laʿb bil Jaw" campaign, this ad takes a fresh and modern approach tailored to the Iraqi audience.
The new ad leans into the feeling of awe and amazement triggered by the outstanding performance of Midea AC units. Throughout the spot, we see a series of reactions to the cooling power of the product—each expressed through iconic Iraqi slang phrases that capture surprise in a playful, authentic way. These expressions are then brought to life visually in creative and unexpected ways, making the ad not just relatable, but truly entertaining.

The film also takes viewers on a visually captivating journey, filled with eye-catching, unconventional scenes that keep the audience engaged from start to finish. This experience is further elevated by a uniquely crafted soundtrack built entirely around the phrase “Yelʿab Laʿb bil Jaw,” reinforcing the campaign’s identity through sound as well as sight.

By blending cultural insight with a bold creative twist, the campaign reinforces Midea’s connection with Iraqi consumers, once again proving that it truly “plays with the weather.”