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"Without gold I feel incomplete... only L'Azurde completes me," says Elissa, whose face and accompanying quote are on giant posters at every turn around the Burj Al Arab's Al Falak Ballroom.
The setting is perfect for the launch of the company's Miss L'Azurde Collection for 2007 and 2008. Opulent gold fixtures and fittings and glittering chandeliers reinforce the message that such riches make you feel on top of the world — or at least, fairly high up on the 27th floor.
Having attended a previous press conference featuring the 34-year-old Lebanese singer, I was better prepared this time for the media scrum that followed her spotlight arrival. Around a dozen television cameras shot prime footage from the mezzanine while twice that number of photographers scrambled their way to the front to get the best shot of the raven-haired star.
Their urgency was justified when just two minutes later they were being firmly ushered away for the press conference to begin.
After a few sentences in Arabic from Elissa, regrettably not translated, Ayman Al Haffar, executive general manager of L'Azurde, took to the podium to address the crowded ballroom.
Budget
Revealing the advertising budget was in excess of $20 million (Dh73.5 million), Al Haffar said: "The launch of this campaign… which is infinitely supported by the World Gold Council, aims at increasing the demand for gold in the Gulf and in all Arab countries by promoting a largely-varied line of modern jewellery designs tailored to all tastes and to all ages.
"That is why we have chosen the top star Elissa, the symbol of glamour and success, to be the ambassadress of L'Azurde for 2007 and 2008."
The World Gold Council managing director Moaz Barakat revealed it was the largest campaign they had ever organised with the cooperation of L'Azurde and outlined their shared goals which included, "enhancing the demand for gold jewellery, especially the demand of the classy segment of society".
Proud
Alas, there was no two-page speech to come from Elissa but she did take questions from the floor. She said: "I am very proud to be the ambassador for L'Azurde and I am very lucky to be with them."
In answer to questions posed in Arabic, I am reliably informed she feels at the peak of her career and is trying to utilise it in different ways, including serving the interests of L'Azurde.
The singer, who wore an off-the-shoulder black top over black trousers for the occasion, also promised to wear the jewellery at television and press interviews as well as in video shoots at every opportunity.
Priceless
Here is an extract from the promotional message behind the campaign by L'Azurde and the World Gold Council:
"(Gold) is one of the most valuable and finest gifts awarded to women… the relationship created a commitment: they became loyal to gold and dependent on it; she simply can't live without gold because it completes her.
"Women need gold in their life to feel perfect, intact, complete and modernised yet fashionable. When it's absent, women feel unsatisfied, unfulfilled, naked and incomplete."
The advert
We had a first glimpse of the one-minute television advert shot in Beirut that accompanies the marketing campaign for the new L'Azurde collection. Set to Elissa's music, the opening scenes feature the songstress looking dissatisfied and forlorn in her mansion as she strides from room to room discarding dresses and garments in her frustrated wake. At last, she happens upon a set of L'Azurde jewellery and, as she dons the earrings, it is clear this is what she was searching for.
Cut to her chauffeur-driven Rolls Royce arriving for a premiere event. She steps out onto the red carpet looking radiant amid an explosion of cameras flashing. Just as she is about to enter the building, she turns and looks up at the L'Azurde sign and a smile of gratitude spreads across her face.
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