Saudi Arabia, often viewed internationally with some suspicion due to its history and policies, is carrying out a whitewash. Thus, to soften its reputation and attract a wider audience, the kingdom has begun to collaborate with celebrities of all kinds. One of them is Leo Messi, who is repeating himself starring in a new advertisement.
In this way, the Argentine star has taken advantage of his stay in the Arab country to record a promotion of Saudi Arabia as a good destination for tourists. The collaboration between Messi and Visit Saudi, the official tourism body of Saudi Arabia, sees the footballer breaking, both literally and figuratively, the preconceived ideas that exist about Saudi Arabia, trying to demonstrate that the richest country in the Middle East has much to offer.
“What I love about my trip to Saudi Arabia is that I always discover something unexpected,” Messi says at the beginning of the ad, which gives way to a series of astonishing scenes each time Messi breaks down a wall of prejudice. Each of them, from beaches to mountains, to urban life in cities like Tabuk, Jeddah and Riyadh, challenges preconceived ideas about Saudi Arabia, showing it as a place of great diversity and cultural richness.
Messi not only shows landscapes; The ad also addresses social issues. In a particularly shocking moment, Messi prepares to break a wall that she says Girls can’t, but it is a girl who takes the lead and hits the ball in order to break down this prejudice.
Once this wall is broken, the different activities that Saudi women can perform are shown, from playing sports to reaching space, a feat represented by astronaut Rayyanah Barnawi. However, she does not mention the LGTBIQ community, another of the most oppressed groups in Arab countries.
The announcement, which already has more than 1.6 million likes on Instagram, is part of Messi’s agenda in Saudi Arabia, where he will also have to dress in short clothes on a small tour. In that country he will play two friendlies with Inter Miami: against Al Hilal and Al-Nassr, where Cristiano Ronaldo plays.
