Emirati singer stars in what we think is the most moving advert of the year
Yes, it’s an ad, but it’s still really special (definitely watch it until the end)…
Emirati singer Hussain Al Jassmi stars in a new advert released for the month of Ramadan that implores people around the region to “worship with love not terror”.
Kuwait-based company Zain’s moving ad has had more than 1.8 million views in the less than 48 hours it has been online….
“Be tender in your faith,” the Emirati singer – who is known for his uplifting and peace-promoting lyrics – sings in the ad, which tells people in the region to promote love and acceptance not hatred over the Holy Month of Ramadan.
The commercial directly acknowledges attacks that have taken place in the region, even showing the survivors from some of them – from a mosque attack in Kuwait to a devastating bombing during a wedding in Amman.
It feels particularly – and tragically – timely today, after the Burj Khalifa lit up last night in support of Egypt after a deadly attack against Coptic Christians in the country on Friday.
“Persuade others with leniency not force,” the Dubai star continues to sing – which is the message behind the UAE’s newly formed Soft Power Council (you can read all about that here).
Remember, this advert is in Arabic, and so some of the language sounds a little unusual when directly translated into English, but is very poetic in its original form.