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Osmow's breaks World Cup campaign

Toronto-based Mediterranean restaurant chain Osmow's has begun a national advertising campaign to coincide with the 2022 FIFA World Cup soccer tournament. The chain is the official Middle Eastern and Mediterranean restaurant sponsor of Canada Soccer. The creative, developed by Alfredo Films, features Canadian soccer player Cyle Larin. The 30-second ad, called “Habibi,” depicts Larin being revived by Osmow’s food after being knocked down during a game. The television campaign will run on specialty and conventional channels through the World Cup, as well as during Toronto Maple Leafs and Toronto Raptors broadcasts. It will also run on the DAZN streaming service during NFL games.

“This spot is a perfect representation of Osmow’s love for soccer,” said company 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."

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