Pocket Fight

In what quickly became one of Iraq’s most viral marketing moments, First Iraqi Bank (FIB) launched a disruptive campaign that blurred the lines between entertainment, internet culture, and advertising. Tapping into a real-life controversy that captivated social media, the campaign centered around jazz artist Mahmood Talib and pop star Hussam Al-Rassam, whose on-screen clash during the talent show Yooz Talent exploded online. When satirist Ahmed Al-Basheer joined the conversation, Talib’s following skyrocketed from 7,000 to over 500,000 in under two months — and a national catchphrase was born: “Remove your hand from your pocket.”

FIB saw an opportunity in the cultural moment and turned the phrase into a campaign headline, cleverly connecting it to the power of digital banking — where there's no need to fumble with cash or even pull out your wallet. The commercial brought Talib and Al-Rassam back together in a playful, cinematic showdown, with a surprise twist: they're not fighting, they’re teaming up to promote seamless digital banking. The ad also featured beloved Iraqi comedian and writer K3ki, adding another layer of humor and cultural relevance.

With over 10 million views in just 48 hours, Pocket Fight not only broke viewership records — it set a new standard for reactive, viral marketing in the region. Blending pop culture, satire, and financial tech, the campaign proved that bold timing and cultural fluency can turn a social moment into a brand milestone.