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UNEVA Bets on Football Glory to Cool Down Iraq's AC Market
UNEVA's "An AC that you can count on!" is a 2024 Iraqi film campaign created by agency Noise In Head, starring Arabian Gulf Cup best player Ayman Hussain in a single-spot execution designed to establish the challenger electronics brand as the dependable cooling choice in Iraq's competitive air conditioning market.
UNEVA enters the Iraqi air conditioning category as a proprietary brand of Ezma Holding, the Iraq-based consumer-electronics and home-appliance group, according to information documented on ezmaholding.com. The brand's core problem at the time of launch was straightforward: it needed stronger recognition among Iraqi consumers already loyal to established names. Noise In Head's answer was to anchor the campaign in a moment of relatable, high-stakes performance pressure rather than a conventional product demonstration.
The film unfolds on a sweltering production set in Iraq. Ayman Hussain, identified by as the best player of the 25th Arabian Gulf Cup, attempts to deliver his lines for the camera but cannot concentrate through the oppressive heat. The situation resolves the moment a UNEVA air conditioner is installed: Hussain immediately regains composure and nails his performance. The narrative equation is simple and direct — UNEVA cooling equals human performance restored. The campaign carries the Arabic hashtag #يونيفا #برودة_تعتمد_عليها, which translates to a promise of cooling you can rely on, reinforcing the English-language tagline in both registers simultaneously.
Published in March 2024 across the Iraqi market, the campaign comprises a single film asset and positions the brand within the Electronics and Technology category. The Clapboard Score for this campaign is 54 out of 100, reflecting a structurally coherent but executional modest entry into the air conditioning advertising space.
Iraq's air conditioning category presents a genuinely difficult entry problem for challenger brands. The global air conditioning market was valued at between US$108 billion and US$134 billion in 2024, with estimated annual growth of between four and six percent, according to data reported across accio.com and growthmarketreports.com. While precise Iraq-specific market share figures are not publicly available, the competitive pressure within the country reflects wider regional dynamics in which entrenched international brands command significant loyalty.
Daikin holds approximately the largest share of the global split-system segment, according to indexbox.io, and competitors such as LG and Gree maintain strong brand equity across Middle Eastern markets including Iraq. For a newer entrant like UNEVA, competing on product specification alone risks invisibility. Noise In Head's strategic response was to bypass the feature-specification battleground entirely and compete instead on emotional credibility through association with a figure Iraqi audiences already trust and admire.
Ayman Hussain's selection as brand ambassador reflects a disciplined insight: a sportsman who performs under pressure in front of thousands is a more visceral proof point for reliable performance than a technical diagram or a temperature readout. The 25th Arabian Gulf Cup provided Hussain with a moment of recognised national distinction that the campaign could borrow directly. According to, UNEVA believed this choice would deliver a powerful and relatable message to Iraqi consumers who understand performance both on the pitch and in everyday domestic life. The strategy maps the brand's core value proposition — dependable cooling — onto a human achievement story that the target audience in Iraq had already witnessed and celebrated. That alignment between sports credibility and product reliability represents the clearest strategic logic the campaign advances.
The creative execution of "An AC that you can count on!" rests on a premise of constructed frustration resolved by product intervention. The film is directed by Dhafir Ayad, with creative direction by Ghaith Hassooni and creative account management by Amin Humadi at Noise In Head, as documented in the campaign credits compiled by clapboard.com. Production was handled by Frame Vision, an Iraqi production house.
Ayad's directorial approach leans into physical comedy and observable discomfort rather than abstraction. The filming-set scenario is a smart creative container: it is a universally legible environment of professional expectation and public performance, which mirrors the sporting arena without directly replaying it. Ayman Hussain is not shown as an athlete in this film — he is shown as a professional struggling to do his job in an impossible environment. That reframing widens the audience's identification beyond football fans to anyone who has attempted to concentrate, work, or perform in Iraqi summer heat.
The transition moment — the installation of the UNEVA unit and the immediate shift in Hussain's demeanour and capability — is the film's core creative argument. It functions as a before-and-after structure compressed into a single continuous narrative rather than a split-screen comparison, which gives the spot a more cinematic quality than conventional product demonstration advertising. The Arabic hashtag embedded in the campaign, #برودة_تعتمد_عليها, operates as both social amplification mechanic and brand promise distilled to its essence: cooling you can count on. The campaign's single-asset format, as noted by, concentrates all creative energy into one film rather than distributing it across a broader media ecosystem, which is a characteristic choice for a brand still building its foundational awareness in Iraq.
No independently verified third-party performance data for UNEVA's "An AC that you can count on!" campaign is publicly available in terms of sales uplift, brand awareness shift, or media reach within the Iraqi market. The figures documented by clapboard.com at the point of submission indicate 830 views, four likes, and no comments on the submitted asset, which reflects the campaign's footprint within the archive context rather than its broader Iraqi media distribution.
The Clapboard Score of 54 out of 100 positions this campaign in the lower-mid range of the platform's evaluative framework. That score is consistent with a campaign that demonstrates clear strategic intent and competent production craft but stops short of exceptional creative risk or demonstrable breakthrough execution. The celebrity-ambassador mechanic is well-deployed but not novel within the regional electronics advertising landscape, and the single-asset format, while focused, limits the campaign's ability to build narrative depth or sustain audience engagement across multiple touchpoints.
Structurally, the film's core effectiveness argument remains sound. A recognisable sports figure placed in a relatable moment of heat-induced failure, resolved by the product, is a proven persuasion architecture for durability goods in markets where trust and reliability are primary purchase drivers. For a brand like UNEVA, still engaged in foundational awareness-building in Iraq, the campaign's primary return is likely reputational rather than transactional — establishing that the brand can operate at a level of creative and media ambition commensurate with its category competitors. Whether that foundation was converted into measurable market presence in Iraq through subsequent campaign activity is not publicly documented.
UNEVA's 2024 Iraq campaign stars Arabian Gulf Cup best player Ayman Hussain struggling on a hot filming set until a UNEVA air conditioner is installed. The film, created by Noise In Head and directed by Dhafir Ayad, positions the brand as a dependable cooling solution for Iraqi consumers facing intense heat.
Ayman Hussain is an Iraqi footballer identified as the best player of the 25th Arabian Gulf Cup. UNEVA selected him because his recognised performance under pressure provides a credible, relatable proof point for the brand's reliability positioning, connecting sporting achievement to dependable cooling performance in the Iraqi market.
Noise In Head created the campaign. The Iraqi agency developed the strategy and creative concept, with Frame Vision handling production. Director Dhafir Ayad led the film execution, Ghaith Hassooni served as creative director, and Amin Humadi acted as creative account manager on the project.
UNEVA's "An AC that you can count on!" receives a Clapboard Score of 54 out of 100. The score reflects clear strategic intent and competent production but indicates the campaign does not reach the threshold of exceptional creative risk or demonstrable breakthrough in Iraq's competitive air conditioning advertising space.
The film is set on a sweltering production set in Iraq where Ayman Hussain cannot concentrate well enough to deliver his lines due to extreme heat. Once a UNEVA air conditioner is installed, he immediately recovers and performs successfully, making the product the direct enabler of professional performance.
Dhafir Ayad directed the film for UNEVA, with production managed by Frame Vision. The campaign was published in Iraq in March 2024 as a single-asset film execution created by Noise In Head, targeting Iraqi consumers in a category dominated by established international air conditioning competitors.
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