Description
To stay ahead in Iraq’s competitive AC market, Midea launched two new air conditioners tailored specifically for local needs: the Extra Wall-mounted Split and the Babel Floor-standing Split. Each model comes with a standout feature—Extra delivers 180° air distribution up and down, while Babel pushes air 180° side-to-side through its unique side vents.
The challenge? How to communicate these technical benefits in a way that’s simple, catchy, and instantly understood by Iraqi consumers.
Our creative solution was to build the campaign around a song everyone in Iraq already knows and loves—“Yameen, Yasar, Foug, Taht.” A fun, upbeat melody that people sing and dance to at weddings, celebrations, and gatherings. We linked each lyric to one of Midea’s new models:
“Yameen, Yasar” (Right, Left) for Babel and its sideways air movement
“Foug, Taht” (Up, Down) for Extra and its vertical cooling power
With no other lyrics in the song, the message was clear, focused, and super memorable—making it a fresh, creative way to highlight product features while keeping the campaign fun and highly relatable.
This professional campaign titled 'Right Left, Up Down ' was published in Iraq in April, 2025. It was created for the brand: Midea, by ad agency: CrazyTown. This Film medium campaign is related to the Electronic Devices and Electronics, Technology industries and contains 1 media asset. It was submitted 8 months ago by Creative Director: Mohammad Samarraie of CrazyTown.
Credits
MD: Suhail Hussien
Account team: Ali Mazen, Salwan Sa'eed
Head of Creative: Mohammad Samarraie
Creative Team:
Ahmed Shwqy
Abdallah Albaz
Tabarak Ahmed
Ibrahim T. Salih
Arwa AlShimmary
Produced by: StarBuzz Talents - Vivid Studios
Director : Hamba and Doss
Producer : Ahmed Morsi
DOP : Matthew Emvin Taylor
Production Designer : Ahmed Shaaban STAG Design Reem khalil
Wardrobe : Maya Gowaily
Sound Engineer : Ramy Osman
Post House: VIVID Studios
Editor: Baher Rasheed
Colorist: M Sami Nassar
Sound Design: Amr Galal
VO Talent: Amir Alhasoon
