Darb El Asateer.
Ahead of Jordan's first World Cup, Umniah released 'Darb El Asateer', an anthem joining established and new Jordanian voices with an AI recreation of the late folk singer Miteb Al-Saggar.
- Brand
- Umniah by Beyon
- Agency
- Adpro& Group
- Market
- Jordan
- Region
- MENA
- Year
- 2026
The challenge
Jordan reaching the World Cup was a historic moment, and Umniah wanted to give the country something that would outlast the tournament, not a few weeks of football advertising.
The idea
Adpro& Group and Scarab Records produced an anthem, 'The Journey of Legends', that mixes orchestral arrangements, football-chant energy and Jordanian folk, built around the team's underdog story. A custom AI model trained on archive recordings and interviews recreated Al-Saggar's voice for the track. The film, directed by Farid Malki, ran across TV, outdoor and social media, with influencer collaborations.
Results
- The song promo reached 7.8 million views in four days, according to Campaign Middle East
Case study source: Campaign Middle East Source ↗
