Marketing communications have witnessed a radical change in the Arab world in recent years with many advertisers leaning towards using concepts that relate to people’s aspirations and their thirst for stability and prosperity; two lost commodities in the post-Arab spring era .
More and more companies are now relying on integrated communication strategies that try to avoid the traditional direct messaging . Perhaps among the most booming trends that characterizes the Arab advertisements these days is nostalgia . TV commercials of famous brands are extensively depicting positive values associated to past times.
Pepsi Masr (Egypt)’s recent TV commercial is a good example of such successful employment of nostalgia. The company launched its Ramadan 2014 campaign with an ad that remind the Egyptians of the glories from the near past, bringing together some of the Egypt’s best entertainment icons such as 4Ms (musical band), Samir Ghanim, Sheeren, George Sedehom, Najwa Ibrahim, Hosham Abbas, Hamid al Sha’ir, Boogie & Tamtam (TV muppet show) and others. The ad shows all these stars recalling or browsing old photos from their shows and the old times.
PepsiMasr is capitalizing on its last year TV commercial which had the same title (Yella Nekamal Lametina – Let’s Complete Our Gathering), but this time with a different cast.
This year’s TV commercial is already making buzz among Egyptian social media users. A hashtag that has the campaign title in Arabic (يلا_نكمل لمتنا# ) has been trending on twitter and Instgram with many users tweeting about their own memories.
Communication theories and related psychological studies suggest that remembering the past triggers positive feelings that usually make people feel younger by exposing them to something that they are familiar with such as images that are not necessary product-specific.
Despite the fact that these kind of ads could alienate certain audience group such as the younger generations that are not familiar with these past icons, the success they are making in the Arab world indicates that many Arabs are fed up with the violent status quo and longing for the good old days.
It is worth to mention that some wide-range of Arab columnists and bloggers, specifically those in Egypt and Iraq, are also using “nostalgia” as a theme in their writings to provoke attitude-change.
Despite the considerably low turnout for the Egyptian presidential elections (46 per cent), fans of UAE singer Hussain al Jasmi claimed that his song, “Boshret Khair” (Good Omen) ten days before the elections encouraged many Egyptians to vote. Launched on May 16, the song gained more than 13 million views on YouTube so far.
Al Jasmi’s song adopted a similar style of Williams, especially the cheerful music which was composed by Egyptian Amro Mustafa. The lyrics which were written by Egyptian Bahgat Amar call on Egyptians from some of the country’s major cities to participate in elections.
While the video does not show the singer, Al Jasmi, it features ordinary Egyptians from different provinces dancing happily in streets and holding signs that encourage people to vote in.
Al Jasmi’s success prompted some journalists and social media users to initiate a twitter hashtag campaign to grant the UAE singer Egyptian citizenship.
As happened with Pharrell Williams’ “Happy”, Egyptians posted tribute videos capturing their happy moments while dancing to Al Jasmi’s song. Some of these videos went viral prolonging the momentum of the song.
One version shows a woman wearing Niqab belly dancing in the middle of the street to the song, and a crowd of people gathered around her cheering.
Another shows what appears to be a group of policemen belly dancing to the song. Others used montage movie scenes showing famous Arab and western celebs dancing to the song. U.S President Barack Obama was the theme of one of those montage clips.
A hashtage of the song name, #بشرة_خير (Boshret Khair) has been trending with users posting videos and photos of people dancing to the song.
The song also has a serial now made by monologist and satirist Akram Hossni, also known as Abu Hafidha, the name of the TV character he presents in a weekly show “Yes’ad Allah Masa’ikum” (Pleasant Evening). The monologist used the same music with new lyrics calling on Egyptians in cities that Al Jasmi’s song forgot to mention.
Egypt’s classic singer, Hani Shakir, criticized the song clip saying that it shows the country as one big “cabaret ” in reference to all the dancing Egyptians it features.
Aside from the song artistic value, it certainly had some of the magic formula that makes many videos go viral. One ingredient is that it tells a compelling story on how significant the elections are in shaping Egypt’s modern history. Regardless of what kind of product you are trying to market, a compelling narrative could be your way of selling the story.
Additionally, the song managed to create an emotional engagement by making people dance or clap or smile every time they listen to it. A sad song/video could also have similar impact.
According to Kevin Allocca, YouTube trends manager, described tastemakers, creative participating communities, complete unexpectedness, as all characteristics of a new kind of media and a new kind of culture where anyone has access and the audience defines the popularity.
In this context, the song was a subject of discussion of many daily Egyptian and Arab TV talk shows such as Amr Adeeb’s “Cairo Today“, whom, with other TV hosts, served as tastemakers.
The Egyptian entertainment community tweeted and shared jokes about it so did the social media users. All these factors combined together with the timing of the song, the significance of the theme for the Egyptians, has helped it go viral. However there are no guarantees that even if you still used this same exact formula that your video would go viral..one can only try !
Nearly 9020 Iraqi parliamentary candidates on Tuesday (April 1st) kicked off their campaigns in preparation for the elections due to take place on April 30th.
Thousands of posters adorned the streets of the Iraqi capital Baghdad and other provinces. The war of the posters is expected to worsen as the date of election approaches, even though many observers have little faith that these would change voters’ convictions in a country ruled by sectarian and tribal loyalties.
There has been great deal of criticism of these ad campaigns in the traditional and social media that also included Iraq’s Independent Higher Commission of Elections (IHCE).
Choosing April’s fool day as a date to launch the official campaigning was certainly not the ideal choice. Some local newspapers and social media users mocked the choice saying it speaks for candidates’ personalities whom they described as “liars”.
Choosing the right timing is a highly specialized art. It can help or hinder any campaign. Planners need to check holidays, special days, and events in order to take advantage of specials days, which can bring added incentive to accelerate or disrupt the candidate’s momentum if poorly chosen
A glimpse at these posters reveals that the ad professionals, if any, who were behind these designs failed to demonstrate any creativity to cut through the political fog. It also shows that many of them have opted for an easy way to win the voters’ approvals by simply highlighting their candidate’s tribal and sect affiliations.
Tribal and families ties with well known social figures or political officials were recurrent in many posters. For instance, one poster for a candidate from Kerbala province indicated that he is a nephew of Iraqi PM Nuri al-Maliki. Likewise, some conservative female candidates used photographs of their male relatives instead of their own, abiding to strict tribal and religious customs that forbid women from showing their faces.
Endorsement of grand clerics and senior army officers were another common theme that many candidates sought to include in their printed materials or Facebook pages. One candidate, who is part of PM Nuri Al Maliki’s list “State of Law,” published on his Facebook page a photo of himself presenting an appreciation plaque to an Iraqi army brigade commander, something which many saw as a violation of the rules set by the IHEC.
In a clear indication of how sectarian basis and religious convictions rule the country, some candidates included in their printed material religious symbols such as the book of Qu’ran while some posters indicated that the candidate was ordered by prophet Mohammed to run. One poster suggested that the candidate was originally a Christian and chose to convert to Islam.
School credentials, particularly the candidate’s field of study or job title were a recurrent line in many posters, yet some had spelling or typo mistakes.
However, the most notable thing about candidate’s banners and posters their usage of slogans and designs which many of which seemed boring and staid affairs.
In an election campaign, slogans are highly important as they usually mirror and underscore the candidate’s ideas and thought process, i.e. it should tie to the campaign message and explain in few catchy words why this candidate is running for election.
It is also highly preferable that slogans would tie to core human values that everyone should desire such as fairness, equality, safety, and stability.
A slogan must be memorable. It needs to be short and snappy.
Few electoral lists and alliances remained consistent with their poster design. Members of these alliances seem to have different slogans, logos, colors and fonts, from those used by the leaders who had a better quality of design.
It is important however, to emphasize that actions speak louder than words. No matter how good the ad campaign is, there is little it can do to improve a politician’s credibility among voters who have had enough time over the past years to test his potential and real capabilities.
Many of 2014 candidates are part of the current government or parliament, which is widely seen by the people as corrupt. Accordingly, the credibility of these candidates is severely damaged by their failure to accomplish what they have been promising over the past years.
Source credibility plays a big role in communications. PR specialists believe that people are more likely to be persuaded if the person doing the persuading is seen as an expert and trustworthy and someone with goodwill.
In this context, Iraqi candidates need to highlight in their ad campaigns these three factors in mind. To persuade the public since many of them seem to have unfavorable record in all three areas, their mission is going to be difficult. Those with certain physical attractiveness or charisma should emphasize these characteristics In fact; some communication theories suggest that attractive communicators are more successful than unattractive ones in changing beliefs, as are people who are generally likable. The same can be said about gender and ethnicity of the candidate which PR theorists say matters highly in political communication.
In the context of Iraqi elections, in which ethnicity and sectarian lines are of supreme importance, the smartest PR specialists may find it challenging to overcome sectarian affiliation.
On Sunday (Jan 26) , Iraqis across the country and even abroad celebrated their national soccer team’s winning of the Asian Football Confederation Championship for under 22. In the final match, Iraqis managed to beat their traditional rival, the Saudi team 1-0.
The victory came in a time when many observers believe that the country is sliding towards the brink of a civil war provoked by the recent Al-Qaeda-linked Islamic State of Iraq and Syria (ISIS).occupation of two cities in the Anbar province and Iraqi government attempts to dislodge them.
The final match against Saudi Arabia meant a lot for some Iraqis, many of them whom believe that the Saudi Kingdom, which refuses to acknowledge the Shi’a government of Nuri al-Maliki, is funding the Sunni insurgency.
What made the situation even worse is that Iraq has recently decided to withdraw from the 2014 Gulf Cup, an international soccer tournament between countries from Arab states bordering the Persian Gulf. It was originally going to be hosted in its southern Iraqi city of Basra, but was moved to Saudi Arabia under pretext of safety and infrastructure concerns raised by the Saudis. Iraqi Prime Minister Nouri al-Maliki said in a weekly televised speech that the tournament change was “prejudiced against the rights of the Iraqi people,” Al Jazeera reported.
Sunday’s match embodied a rare show of unity where Iraqis from different sects and ethnic groups took to the streets with spontaneous celebrations displaying their country’s flag over the cars and dancing till late hours of the night. Fans also took the social media with videos and photos echoing national sentiment and pride.
Yet the same match highlighted the depth of the sectarian conflict which has swept the Middle East and spilled on to the football pitch.
Ahead of the game, some Iraqi news and social media sites exchanged photos of alleged Saudi fans carrying a banner that reads in Iraqi dialect: “Iraqis you will be dreaming if you think you can win today”.
In return, Saudi fans exchanged on twitter a photo shopped image published by Iraqi news website, Al Nahar, showing the Saudi team dressed like extreme Islamists with a caption that reads: “Daish team”, the Arabic abbreviation and pejorative term for Islamic State of Iraq and Syria. (ISIS).
Over the past ten years, Iraq national soccer teams have managed to bring people together like nothing else can. The memory of winning 2007 Asian Cup in Jakarta is still fresh many fans’ minds. Back then the sectarian violence was at an all time high in the vacuum left by Saddam’s overthrow, the victory allowed Iraqis to feel that they had reclaimed football and saw Shia, Sunnis, Christians, Muslims, Kurds and Turkmen join together in a national celebration. The youth national team also did well in the recent World Cup held in Turkey when it reached the semi finals.
Despite all these successes and the national team’s popularity there has been hardly any initiative to capitalize on such success for a national branding and unity campaign which seems essential for a country like Iraq where national identity is lost midst the political and sectarian divisions.
Nation branding is meant to build a an image or perception for a country that usually serves two purposes: one is to promote the country’s image internationally to attract investors and tourists, and second to promote it domestically to the its own citizens. In the case of Iraq, these two purposes seem critical as it seeks to expand its economic growth globally and to inspire national pride and unity, or bring an end to violent sectarianism.
However, the most crucially factor for Iraq now is the second function of nation branding and that is promoting a consistent and distinct national identity to a domestic audience. This means that citizens need to be treated as carriers of the campaign message. They must live the brand.
Unfortunately, the Iraqi government has done very little to capitalize on the national soccer teams’ victories. Initiatives are usually restricted to financial rewards to the team members and perhaps photo ops with them to win fan’s support for election campaigns.
What the Iraqi government ought to do is to engage those players in around -the – year schedules to get them to play against well-known teams whether in tournaments or friendly matches while building an comprehensive ad campaign around them. Such a campaign could help produce the momentum promoting an Iraqi sense of belonging, unity, pride , and eventually contribute to that international aspect of the campaign.
While the tactics of the nation branding may vary, the brand story has to stay true to the changes the country is trying to make.It should be rooted in honesty. In Iraq’s case, using the soccer national team would make a believable story . The purely Iraqi effort the players and their local coach made to win the championship stands as evidence that when sectarian divisions and differences are set aside, progress can be made.
As the 2014 general elections approach in Iraq, some Iraqis fear that the Islamic parties will continue to tighten their grip over the parliamentary seats and the government. However, a new generation of writers relying purely on self-effort is trying to stop the Islamic tide by raising a culture of political awareness.
Among those pops up the name of Saleh al-Hamadani, a sarcastic columnist who tries to promote a civil secular state where all Iraqis, regardless of religion, ethnicity, or gender, are equal before the constitution and law.
What makes Al-Hamadani stand out from the rest of his colleagues is his tactic which combines between traditional and digital media.
Born in Nassiryia 1969, Al Hamadani holds a bachelor degree in biology from the Collage of Education in Baghdad, 1993. He currently teaches biology in an intermediate school in the conservative city of Karbala, the second holiest destination for Shiite Muslims around the world.
His journalistic career started right after the fall of Saddam Hussein’s regime in 2013 with several op-eds he wrote in local dailies such as Al-Mada, Al Sabah and online journalssuch as Ketabat. Currently he writes a daily column in Al-A’lam, a newspaper that was closed for a while due to financial issues allegedly incited by the political parties.
To expand his audience and avoid media censorship, the teacher started using Facebook as an additional platform to reach out for the 77 percent of Iraqis who, according to a recent survey, have Facebook accounts.
As in his daily newspaper column, his Facebook posts challenge his followers to think out of the box and beyond their allegiance to the sect or tribe.
For instance, Al-Hamadani does not hesitate to give credit to a city like Tel Aviv for its liberal cultural environment and mocking a religious city such as Najaf for attempting to promote reading culture with only one small library building.
He is also among the few in Iraq who dare to criticize the highest religious authority of Shiites, al-Murja’yia, for not urging the local authorities or followers to ration religious holidays that usually mark death anniversaries of Shiite Imams.
On many occasions, Al-Hamadani’s enthusiasm for a civil state comes disguised in some fictional characters he created and made famous among his readers and Facebook followers.
Many of the fictional comic scenes he creates take place in a family setting where a married couple debate in a southern Iraqi dialect a trivial matter, yet there is a symbolic connotation lurking underneath the surface.
Kawghid (translates in Iraqi dialect as trash paper) and her husband, Haji Mankhi, are two main characters who often reflect the attitude of the common simple people of Iraq, particularly those in the southern part of the country where tribal taboos are as authoritative as religion.
Through a witty dialogue between the two, Al Hamadani compels his Iraqi readers to identify with these characters and their feelings about what is happening in Iraq. The conversation captures that duality of the Iraqi personality and the clash between the Bedouin and civil values inside it.
In one scene, Kawaghid aspires to convince her villager-husband of travelling to Tbilisi, Georgia, one of few countries that grants Iraqis tourists visa. When asked by her husband why she wants to go there, Kawaghid replies that she wants to see how it feels to wear a bikini while lying on a beach. To convince her husband, she tells him “beer is so cheap there that they sell it in gallons.” The husband, tempted by the mention of the beer, asks her in a way that shows he is being persuaded : “what are the rules of prayers when travelling?”
Aside from the comic setting he cleverly weaved, the conversation underlined the personal conflict of many Iraqis who seem to be torn between their desire for civil liberties and their fear of breaking taboos.
In another scene, Al-Hamadani tackles what many Iraqis talk about privately, but the media and the authorities try to avoid: President Jalal Talabani’s health conditions. For almost a year now, Talabani, 80 years, has been recovering from a stroke that has prevented him from carrying out his presidential tasks. The scene opens up with Haji Mankhi chit chatting with a friend about the president’s sick leaves and how long he can extend them. Cunningly, Al-Hamadani highlights the impotence of the political partners who fail to agree on a candidate to replace the president even after a year.
Yet, Al-Hamadani’s most popular character of all is his fictional second wife, Um Hussam, who embodies the dream of every Iraqi man. In her early 40s, Um Hussam is extremely beautiful lady who is dominated by one passion and that is beatifying herself further to please her husband, Al –Hamadani, with whom she is in love head over heels.
Unlike the rest of his characters, Um Hussam refrains from discussing politics except in rare occasions when the husband insists. This past Ramadan, Um Hassam surprised her fans in one scene when she started talking in an Egyptian dialect. Al Hamadani’s use of the that dialect was meant to voice his admiration to the liberal movements in Egypt that rebelled against the Muslim Bothers government. In general though, Um Hussam’s stories are meant to offer the reader a break from politics and the daily bloodbaths in the streets , yet in many times they end up touching upon simple people’s dreams.
Two Facebook groups named after Um Hussam and Kawghad are continuously growing with members thanks to Al Hamadani who has been diligent in updating them with the two women’s latest adventures almost on daily basis. He also has around 4000 followers on his Facebook account.
From a communication perspective, Al Hamadani’s fictional characters and their stories are an application of the narrative theory by Walter Fisher who argues that all forms of communication that appeal to our reason are best viewed as stories shaped by history, culture. In other words, if you want to communicate a message tell it through a story because people are easier to be convinced by a story than a direct message.
While it is hard to argue that Al-Hamadani’s efforts to promote a civil secular environment will translate into a tangible outcome when the Iraqis cast their votes in April 2014. However, the buzz he is making, and the amount of impressions his Facebook posts are gaining, will reinforce his reputation as one of Iraq’s leading sarcastic writers particularly if he managed to stay politically independent.
Besides his powerful sarcastic narrative , Al-Hamadani’s success relies on his boldness in addressing sensitive issues, such as Islamism, without being affiliated with any of the current political entities which many Iraqis nowadays view as corrupted.
Lebanese composer, playwright and leftist Ziyad Rahbani sent shockwaves through Lebanon and the rest of the Arab world when he told al-Ahad news website that his mother, Fairouz, admires Hezbollah’s chief Hassan Nassrallah.
The statement fueled angry reactions among many of the diva’s fans who are also discontent with the Shiite party’s armed involvement in the Syrian conflict alongside Bashar al-Assad’s regime and/or the party’s affiliation with Iran.
On the other hand, Shiite fans of the Christian diva, defended her saying that it is normal for someone like her who sang for Al Quds, (Jerusalem) to have such a stand.
Ziyad’s statement garnered extensive coverage in the Lebanese press with some well-known journalists, such as Hazem Saghieh and Fawaz Tarabolsi, launching an aggressive attack against Ziyad and his mother whom many Lebanese, regardless of their political or affiliation or religion , see her as a national symbol.
Saudi media outlets, such Al Arabyia or Elaph, which usually carry an anti-Hezbollah agenda, gave cautious coverage and questioned Ziyad’s credibility on whether what he said was his own views or his mother’s. Realizing that its probably unwise to attack an iconic figure such as Fairouz, Saudi outlets opted to direct their anger against the son.
During the interview, Ziyad said “Whoever attacks Fairouz and Nasrallah is defending Israel.” He also indicated that his mother will probably be mad at him because she does not like it when he discloses private matters like her political views. Yet, he justified the revelation by saying that in light of the difficult circumstances which the region is witnessing, silence is no longer a choice. Ziyad said that her decision to keep her political views to herself should change because “this is going to be a long war and she has to speak up.”
Fairouz over the years..
At the age of 78, Fairouz has not given any interviews nor made any stage appearance for years. Her media advisor, Dhoha Chams takes care of her PR, including this very recent crisis. To many people’s surprise though, Chams’s response was unapologetic. In an op-ed published by Al-Akhbar newspaper, pro Hezbollah outlet, Chams emphasized Rahbani’s right to speak on behalf of his mother, saying that he is the legitimate heir of the Rehbani’s family and his mother’s legacy.
Ziyad’s father was the famous Lebanese composer Assi Rahbani who passed away in 1986. Since the father’s death, Ziyad started to compose his mother songs.
The media advisor also explained that Ziyad’s revelation comes within his constant attempt to convince his mother to come out from her isolation. Chams mentioned several examples to demonstrate Fairouz’s conformance with Arab nationalist sentiment against Israel, including one incident in Jordan where she had a concert and threatened to cancel it if the Israeli ambassador to Amman were to attend. The singer who is widely admired across the Arab region made several songs glorifying cities such as Jerusalem, Baghdad, Amman and others.
On his side, Hezbollah Secretary General Hassan Nasrallah, also dubbed as “Al-Sayed”, indirectly cited Rahbani’s statement in a recent speech he gave to mark the assassination of a senior commander in his party. The Lebanese Daily Star quoted Nasserallah as saying; “We have reached a stage in the country when someone says he loves someone else this could lead to the country’s destruction,” Nasrallah sarcastically added: “No one is allowed to love.”
A photoshopped image of Fairouz wearing an Islamic dress while holding a Hezbollah flag has been trending by Lebanese on twitter. One tweet jokingly predicted that the singer’s new song will be a Latimyia, titled “I love you Nasrallah”. Latimyia is a sad song performed vocally without instruments by Shiite who beat their chest as part of their commemoration of Imam Hussein’s death anniversary.
From a PR perspective, Ziyad probably knew that Fairouz will weather the storm. The singer’s record and wide popularity across the region has established her as an iconic figure and a story like this one would still not hurt her image in the public eye. So far, Ziyad’s assumption seems to be true as many of Fairous’s fans, in Lebanon and abroad, has rushed to defend her and what she stands for.
However, the debate over Fairouz’s political views highlights the sectarian tension in Lebanon that has been on the rise amid the spillover of Syria’s civil war. This kind of tension has politicized everything in Lebanon including art.
Whether it is true or not, Ziyad Rahbani’s story about his mother’s admiration of Hezbollah’s chief, reflects the sense of insecurity among Lebanon’s many religious sects, whose fragile balance of power is increasingly endangered as the strongest political faction, Hezbollah, backs the Syrian government, and its Sunni and some Christians rivals support the Sunni-led Syrian insurgency.
Severe weather conditions have caused disruptions throughout the Middle East with countries like Egypt, Lebanon, Syria and Jordan experiencing the heaviest snow storms in years.
However, the snow storm dubbed Alexa was an opportunity for some Arabs to create content that tickled our funny bone and managed to generate buzz.
Photos of snow swept the social media particularly in Egypt where people joked that the snowfall was the magical work of Gen. Abdel Fattah el-Sisi. See translated caption below.
A scene still from the classic “Bayn el Qasryan” (Palace Walk), a movie based on a novel with the same title by Noble prize winner Naguib Mahfouz, was the theme of another cold weather joke. The photoshopped still showed “Si el Sayid, the cruel husband, practicing his absolute authority over his obedient wife, Amiena. Contrary to her character in the movie though, Amiena this time decides to stand up for herself. See translated caption below.
The joke was meant to reflect how the cold weather prevented many housewives from doing their daily chores which their husbands take for granted .
Among those who successfully capitalized on the weather conditions was the Egyptian journalist and TV host of “Manshet”, Jaber el Armoti. The host surprised his spectators on Thursday when he appeared bundled in a blanket asking his audience to donate for “Blanket for Needy”, a charity campaign.
The episode which was uploaded to YouTube generated more 50,000 views while a twitter hashtag that has the TV host’s name in Arabic, (القرموطي#), is still trending.
Do you remember, Gamhir from Bassem Youssef’s show? She made a short but sharp-witted appearance capitalizing on El-Armoti’s blanket video.
Comedian actor Khalid Mansour, known for his portrayal of Gamhir, posted on his twitter and Facebook accounts a still for one of Gamhir’s popular sketches in which she appeared snuggling up in bed with a blanket. The other half of the photo showed El Armoti bundled in his blanket.
Mansour jokingly wondered if El Armoti was trying to compete with Gamhir !
Yet, it was the King of Jordan, Abdullah II, who generated the biggest buzz. While touring the capital Amman to oversee efforts to clear the snow off the streets, the King rushed to help the driver and passengers of one car who got stuck in the Amman snow Saturday.
A YouTube video showing the king as he pushed the car together with few other people, uploaded by the Jordanian news website Khabarni, was broadcast by several Arab satellite channels including Al-Arabyia and is still trending on different social media platforms by Jordanians and other Arab users.
While half of the Egyptians seem to be upset about the suspension of the satirical Egyptian television show “Al Bernameg‘” hosted by Bassem Youssef, one cast member is acting on the momentum trying to turn the program crisis into a personal win.
Stand up comedian Khalid Mansour, who has been part of the show since season one, is gaining wide publicity these days thanks to his social media efforts and the few statements he made to the press.
John Stewart posing with Al-Bernameg’s cast member Khalid Mansour (right). Photo Courtesy of Khalid Mansour’s Instagram
Mansour’s popularity has been rising thanks to his tweets, which keep the press updated on the program suspension, while providing comfort to the fans who are eager to show support or even critics who wish to express discontent .
After the last episode was pulled off the air, the show host, Bassem Youssef, flew to the UAE where he made few cautious statements that did not say much about why the show stopped. In return, Mansour has been denying and confirming media speculations on the suspension.
The episode, which aired on Oct. 25 mocked Egypt’s President Adly Mansour, and Defense Minister Gen. Abdel Fatah al-Sisi, deposed President Mohammed Morsi, in addition to artists and media personalities.
Mansour’s twitter profile indicates that he is a lawyer, stand up comedian, and voice over artist. Yet, not much else is found on his personal life or career before the show on the internet, except for few YouTube videos of stand up comedy acts he made and an interview he gave with the rest of Al-Bernameg cast to the Egyptian CBS’s Lamies El-Hadidi.
Mansour usually plays different segment characters that supports Youssef’s mocking of Egypt’s political key players including Muslim Brothers and most recently the Egyptian army.
However, Mansour’s most popular segment was his portrayal of Gamheir [the masses], a recurrent female character who recaps the political scene in Egypt through a comical rhetoric of a married woman complaining about her ex-husband to Osama, who in the segment plays the role of the show host who deals with relationship issues.
In reference to the toppled president Mohammad Morsi’s political incompetence, Gamheir, in the last episode, ridiculed her ex-husband’s sexual impotence while praising with vigorous passion her cousin, the officer who helped her divorce her ex. [Watch video of the segment below]
In one part of the segment, Osama asked Gamheir if she was happy with the new man whom her cousin chose for her, in reference to interim president Adly Mansour. “He is a good man but I prefer someone who can keep my emotions “on fire” like my cousin, the officer” Gamheir replied, in reference to Gen. Al-Sisi.
Gamheir also touched upon the army’s control over Egypt’s successive governments. She tells Osama over the phone, “While many families are known for marrying their daughters to doctors or engineers, women in my family over the past 60 years are known for marrying officers”.
Local media reports claimed that the sexual connotations in Gamhir’s segments, and her mocking of the army were behind CBS’s decision to suspended the show.
Gamheir’s fans have been posting comments on the show’s Facebook page and tweeting Mansour about Gamheir’s “stud” cousin. A twitter hashtag that has Gamheir’s name in Arabic (جماهير#) is still trending by her fans including famous Egyptian actors.
Egyptian actor Lotfy Labyb tweets about Gamheir
Talk show hostess Mona el-Chazely is another fan of Gamheir.
Mansour who is also active on Instagram seems to be putting into practice a golden public relation rule that says: “there is no such thing as bad publicity”.
The reasoning behind such rule is that when people raises a big stink about something they dislike, they are giving it attention, increasing its public recognition and arousing people’s natural curiosity about it. In some cases, depending on how good the PR staff is, the negative publicity could become a positive one especially if few people have heard of you or your brand before the crisis.
In Mansour’s case, those who sharply criticized the show or Gamhier, whether Islamists or army supporters, for crossing some red boundaries, are in a way helping people like Mansour in getting noticed, particularly when the show star, Youssef continues to remain silent on why the show was pulled off the air. The more people talk about the show and its crisis, the more publicity it gains.
Mansour is now the only connection the fans have with the popular show. Many fans especially those outside Egypt, claimed that they only became aware of Mansour’s name after the show was suspended. Before that they knew him as “the actor who played Gamheir”. Headlines in the early days of the show crisis used to refer to him as “The actor who plays Gamhier”, while nowadays, they are using his full name.
While Mansour’s social media efforts are commendable, his “personal branding” project requires that he acts on the momentum and arrange for one-on-one interviews with the media. He also needs to spread some background information about his career and personal life over the Internet. It certainly would not hurt him to create a Wikipedia page under his name or have an official Facebook page.
There is no question that the recent crisis of the show and the absence of its star has boosted Mansour’s visibility. Yet this sudden fame of Mansour could fade away quickly if its not coupled with serious personal branding effort. To do so, Mansour, or anyone else in his position, needs to answer to three key questions : Who needs to know about you? What need are you best-positioned to fill? And lastly, what differentiates you from others in your field or space?
Choosing a non-Arab city for such title raised eyebrows particularly among other competing rivals such as Beirut, Sharjah and Saudi Taif. However, recent visitors to the city can testify that over the past year, Erbil which is trying to follow the footsteps of Dubai as a business hub for investors, has also become a frequent destination for Arab entertainment stars such as Lebanese Raghib Alama, Hafia Wahbi and Nansi Ajram.
While the majority of the population speaks little Arabic, the city officials seem determined to win Arab recognition. In their public relation efforts to do so, officials managed to convince Arab pop music Diva Samira Said to sing “Erbil”, a poetic song that praises the city’s history and nature scenery. Saudi news website, Elaph posted a video showing the star while filming the song. Watch the video below.
The Moroccan star who became famous after she moved to Cairo in the 1980s is expected to be nominated for this year World Music Award.
While the selection of Said may seem impressive for many potential Arab tourists, some Arab-Iraqis or Kurds might think otherwise. The star was one of several well-known Arab entertainment stars that the former regime of Saddam Hussein used to promote the latter’s image as an Arab leader during the war with Iran. Below is a video of a song she recorded in Baghdad back then.
Said collaborated with Iraqi artists affiliated with the Iraqi Ministry of Information and Culture to make the song which praised Iraq under Hussein who was behind series of anti-Kurd military operations dubbed as “Anfal campaign” including Halabcha where a notorious chemical weapon attack took place.
From a public relation perspective, one must give credit though to the Kurdish officials for their diligent effort to beat costly campaigns such as those launched by UAE’s Sharjah and Saudi Arabia’s Taif. Over the past months authorities in the Kurdish autonomous region hosted a range of activities including international peace marathon and a beauty contest.
However, there is a clear contradiction between the message the campaign is sending and authorities’ actions. While the campaign aims at promoting Erbil as an attractive destination for Arab tourists, Kurdish authorities are preventing Arab Iraqis living in neighboring provinces from visiting the city.
Following last month suicide attack, border security subjected Arabs coming into the region from other parts of Iraq to special security measures. Some media reports suggested that some were denied entry and forced to turn back.
While it is understandable that the campaign is designed to target external audience, Arabs outside Iraq, it is also important also to remember that messaging in any PR campaign needs to be believable for people to act on it. A city that does not welcome Arabs living inside the same country, Iraq, and where the use of Arabic language is shrinking, is risking a good portion of its tourism revenues.
Furthermore, Using a celebrity endorser such as Samira Said to project Erbil as a city tolerant of Arabs will still be hard to sell even among Saddam’s fans and Arab nationalists who are on loggerheads with the Shia Iraqi government in Baghdad. Celebrities in integrated marketing campaign require to have some attributes such as: trustworthiness, expertise, attractiveness and similarity to the target audience.
Said has many of these attributes indeed, but the PR team of Erbil’s tourism campaign forgot to conduct a thorough background check to examine her past affiliations. She might very well be seen as someone who switches alliances so easily for the sake of financial gains.
There is no doubt that General Abdul Fattah al-Sisi is the most popular man in Egypt right now with many local observers betting that if he decided to run for the presidential elections today he would definitely win.
Nonetheless, Al-Sisi is not the only army officer who is winning hearts in Egypt. Colonel Ahmed Mohammad Ali who has been serving as the Spokesman of the Egyptian Armed Forces for more than two years is getting widely popular too, particularly among women.
Aside from his high educational military background, and public speaking skills, Ali seems to have a charisma many Egyptian ladiescannot resist. Ali’s charisma has been theme of several reports in the Arab media including the Saudi-funded Al Arabia news channel. [click to watch]
In an interview with state-run media, Al Ahram, Ali said he wanted to study décor but his mother insisted that he would join the army. He said when he had finished, he had a bachelor military science from the Egyptian Colleague of War, an MA from the British Royal College of Defence Studies (RCDS) and another from the American School of Advanced Military Studies (SAMS), which means he probably attended the US army Command and Staff School at Ft Leavenworth, Kansas.
The popular spokesman dressed in civilian (Courtesy of Facebook fans)
The young officer’s surging popularity was even acknowledged by General Al-Sisi in a recently leaked video where a group of officers appeared to be discussing how to sway the local media.
In the six-minute video, one commander suggested that army might need more than one spokesperson. Al-Sisi jokingly responded “Not sure why you are not happy with him, but my information is that Col. Ahmed Ali is magnetic to women. If I replace him I will be doomed by people.”
The video, which is said to have been taped a year ago by an Islamist website, received extensive coverage in the local media. While Al-Sisi’s opponents and supporters were attempting to figure out if Al-Sisi had intentions to crackdown on the media, others were caught by that one short line he made about Col. Ali’s influence on women.
In fact, some fans were worried that Al-Sisi might consider replacing their idol in response to a suggestion made during that same videotaped meeting. A Few days after the video was leaked, local newspapers quoted high army ranks calming down anxious fans, confirming that Colonel Ali would continue to serve in his current position.
The popular Spokesperson’s official Facebook page shows that he has now hit one million fans with many of them posting photos of him in uniforms or casual clothing.
Comments posted by fans with female names in an Egyptian slang often refer to him as “Muz”, Arabic for banana, and in the Egyptian slang it usually refers to agood-looking man. Egyptian actress Zinat Sidqi’s famous movie line; “My fragile heart can not take more”, is another widely used comment Ali’s female fans scattered all over his Facebook page. The late comedian often played the role of a spinster chasing handsome men.
Female fans on twitter showed their admiration using hash tags such as “al-helaywa,” another Egyptian slang expression that means a good-looking man.
Amidst a boiling political situation such as the one Egypt is witnessing, appearing on televisions on daily basis and being quoted in newspapers or on the web by dogged reporters could be tough to anyone particularly if he is representing a controversial organizationsuch as the Egyptian armed forces.
The spokesman also enjoys a good reputation among the local media and the “revolution” enthusiasts, including young men who see in him an image of the educated disciplined Egyptian who fought his way to the top, a model the former Egyptian regime of Hosni Mubarak and President Mohammad Morsi failed to present.
On another PR note, unlike what many Muslim Brothers’ supporters are trying to promote about Al-Sisi’s crackdown on media, the leaked video serves asgood publicity for Al-Sisi. It shows him trying to defuse anger among other officers who seemed anxiousabout the media coverage of the army’s role in politics even before the overthrow of Morsi.
Al-Sisi appeared urging his colleagues to adjust with the emerging monitoring role of the local media after the fall of Mubarak and the possibility of grilling by the new Parliament. He even mocked a suggestion to use “carrot and stick” policy to influence media.