Young Lebanese singer Yuri Mraadi may have only recently released his debut album, but his star is rising fast -and not just on the musical front. On July 10, he became the latest Arab celebrity to team up with a famous multinational company, signing a one-year contract with soft drink giants Coca-Cola, according to Thisiscyberia.com.
Mraadi’s deal with Coca-Cola includes taping a few commercials to promote the fizzy drink and, in return, Coke will help fund his events, concerts and promotional activities - but not his next album.
The increasingly popular singer shot to fame with his song Arabiyon Ana, from his self-titled debut album, which mixes Arabic lyrics and music with Western influences. The song is even said to be played regularly at clubs in Paris and New York.
Following in the footsteps of their international counterparts, more and more Lebanese and Arab singers appear in TV commercials, often imitating looks and gestures of other more internationally recognized celebrities.
Iraqi singer Kathem Al Saher, for example, recently appeared in a classy tuxedo to advertise a new brand of mobile phones, looking remarkably close to Irish actor Pierce ‘007’ Brosnan. The phone company, in return, sponsored Saher’s latest Album Abhathu Anki, using some of its tunes as ringer melody options on its mobiles.
Being a devoted fan of Britney Spears, Nawal Al Zughbi looked very similar to her idol in two soft drink ads for Coca-Cola rival Pepsi. Likewise, handsome Amr Diab promoted the carbonated drink. He appeared as the only man at a party attended by a bevy of gorgeous women, slightly resembling Ricky Martin’s latest ad for the same beverage.
Although globalization is the trend today, the world’s biggest multinationals seem to realize a local face is needed to represent them best; hence young Yuri drinking coke, Kathem Al Saher singing on the phone and even Pascal Mashalani selling shampoo – Albawaba.com
