Yuri Mrakadi rallies behind Mini’s Cooper

BMW Group has teamed with the award winning pop artist Yuri Mrakadi to promote the launch of the new Mini Cooper in the Middle East.

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By  Kieran Potts Published  January 15, 2002

BMW Group has teamed with the award winning pop artist Yuri Mrakadi to promote the launch of the new Mini Cooper in the Middle East.

Yuri, born in Lebanon and now 'over 40 years of age', first hit the charts only twelve months ago when his song ‘Arabeyon Ana’ became an instant chart-topping success throughout the Arabic world.

Although he insists it is not a commercial for BMW, Yuri’s latest video — for the single ‘Khatiratun anti endama tabtasimin’ (‘You are marvellous when you smile’) — features the Mini Cooper used as a getaway vehicle in a bank robbery. There follows a speedy chase around the streets of Beirut.

In a glitzy press conference in Dubai’s Planetarium nightclub, Yuri told journalists he was ‘delighted’ to be associated with Mini and BMW. “The new Cooper reflects my own personality and beliefs,” he said. “It is a car for the young at heart, and we certainly had a lot of fun driving it in the video shoot.”

Signing Yuri to the Mini brand is a means by which BMW can capture a future consumer base. Robert Bailey-McEwan, managing director for the BMW Group in the Middle East, said that Mini appeals to a new, young group of customers who will later ‘graduate’ into other models by BMW.

The Cooper will be launched first in Beirut on February 13 and in other cities throughout the region over the ensuing weeks. Once a British icon of the 1960s, BMW hope to revive Mini as one of the coolest brands of the early 21st century.

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