Some stars transcend their status as a pop-culture icon, and become even more than a celebrity. Such people manage to go beyond the limit of their artistic careers and reach something else, something that’s perhaps intangible and indescribable in mere words. That mysterious factor of allurement has been effortlessly obtained by the superstar Amr Diab.
The titular singer has become a living embodiment of summer, his OOH campaigns almost always include images of blue seas, golden beaches, dancing partygoers, and his iconic smile. His public persona has become synonymous with the season, which is a fact that hasn’t passed over the heads of major companies like Pepsi and Vodafone, thus they were earnest to collaborate with Amr Diab to boost their status in the Egyptian market. In the process, the mega-celebrity ascended to new heights of popularity and stardom as an OOH household name.
Amr Diab & Pepsi; A Triumphant History of Cooperation
One of Pepsi’s more recent OOH campaigns focused on their journey with Amr Diab, as they celebrated more than 20 years of collaborations in TV adverts and Outdoor billboards. By taking a pleasant stroll down memory lane, one can be reminded of such iconic ads, like the 2004 gladiator themed commercial that depicted the star as a Roman king overseeing a battle arena where three warriors, played by Britney Spears, Beyoncé, and Pink come out to the coliseum, and hype up the audience with their rendition of “We Will Rock You”, chanted as war cries. The sight of Amr Diab alongside the aforementioned international pop stars cemented his status as more than a popular singer, and more of a celebrated Egyptian icon. His international presence grew even stronger with time, appearing in other Pepsi commercials alongside the likes of Jennifer Lopez and David Beckham. Other ads portrayed him as the dream man for many girls, a majority of the commercials culminated in a joyful party, with ice-cold cans of Pepsi surrounding everyone.
The most noticeable thing about most of these commercials was the focus on the summer season. Beach parties, yachts, and sea escapades have been prominently featured in many of the ad collaborations between Amr Diab and Pepsi, as if both of them are essential summer necessities to refresh and enjoy the sunny weather.
Pepsi’s latest outdoor campaign has once again emphasized how interwoven the summer is with the popstar, with their slogan “summer means Al Hadaba”, cementing him as the summertime sensation, with a joyful picture of him holding the signature new Pepsi bottle, sporting his charming smile.
Vodafone Chose Amr Diab to Maintain Its Commitment of Being on The Top
The telecommunications giant Vodafone prides itself on being the network with the most active subscribers in Egypt. This prestigious status within the competitive field of telecommunication networks is not easily achieved, a continuous strive is imperative to not only reach the peak, but to maintain a firm grasp over it. Such a clear vision towards excellence worked as a force of nature to bring together Egypt’s largest mobile network, with the country’s biggest superstar.
Vodafone released a rather effective commercial back in 2015, showcasing a quick history reel of Amr Diab’s career over the years, de-aging him in the process as the ad displayed snippets of his earlier albums and hit singles, while also emphasizing how much his music and appearance affected the general public, with his fashion trends, hairstyles, and tattoos spreading rapidly among the youth throughout the decades. The commercial’s strongest asset was undoubtedly evoking the nostalgia of re-living the journey with the star, and recalling memories of childhood and teenage years that have shaped many people’s lives.
In their latest OOH campaign, Vodafone continued to prominently feature the pop-icon, with a slogan that centers on “living the summer joy”, and an image of Amr Diab taking the spotlight in front of a blue sea that contrasts with the brand’s red logo, emphasizing again the connection between the famous singer and the summer season, and highlighting the Vodafone music service.
Amr Diab Proves That Youth and Summertime Fun Are Forever
Since his musical debut back in 1983 with his album “Ya Tareeq”, and all the way to his OOH appearances on Cairo’s billboards in 2021, The celebrated artist has proven to have aged gracefully. Never losing his entrancing effect, and his enchanting charisma. To this day, people still look up to him, his music still tops the charts, and summer is still associated with “Al Hadaba”. Vodafone and Pepsi’s OOH campaigns are the latest in a long line of success, as the star power of the Amr Diab hasn’t lost any of its impact over almost 4 decades of a truly unique musical career.
Perhaps the reason Amr Diab and his music are so close to the hearts and minds of Egyptians and people all over the world, the reason major companies like Pepsi and Vodafone have established long-term relationships with him, the reason his visage on OOH billboards signals the beginning of the summer season for many, and the reason he has such a special appeal, is that he has been a constant in our lives, always brightening the scene with his presence, serving as a reminder that youth is forever, and that the invigorating festivities of the summer never need to stop, as long as we’re young at heart.
Industry: Telecommunication | Food & Beverages
Brand: Vodafone | Pepsico
Region: North Africa
Tags: Al Hadaba | Amr Diab | OOH | Pepsi | Summer | Vodafone
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