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posted on Jun. 09, 2026 at 2:50 pmJun 9, 2026

Umniah by Beyon’s ‘Darb El Asateer’ revives voice of a Jordanian legend ahead of FIFA World Cup

posted on Jun. 09, 2026 at 2:50 pmJun 9, 2026

Brought to life by creative agency Adpro& Group, Scarab Records, and Moonstone Productions, the campaign was rolled out across TV, outdoor and social media, including through influencer collaborations.

Darb El Asateer

As Jordan prepares to enter the FIFA World Cup for the first time in the country’s history, Jordanian telecom brand Umniah by Beyon has launched ‘Darb El Asateer’ – The Journey of Legends – a large-scale musical production bringing together legendary and emerging Jordanian voices in what the brand describes as a tribute to the country’s underdog spirit.

Brought to life by creative agency Adpro& Group with music production by Scarab Records, Nasir AlBashir and Farah Hourani, and film production by Moonstone Productions, the campaign was rolled out across TV, outdoor and social media, including through influencer collaborations.

The song promo, which hit 7.8 million views in fou

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Tags:AdPro& Group Advertising AI Anthem Artificial Intelligence belonging Campaign cultural context Darb El Asateer Dina Aldaoud emotional intent Farah Hourani Farid Malki Fifa World Cup FIFA World Cup 2026 Jordan marketing Miteb Al-Saggar Moonstone Productions Nasir AlBashir Nicola Sabanegh pride Rami Qaddoumi Scarab Records The Journey of Legends trust Umniah

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.