'Messenger of doom' or 'savior' of civilians? IDF’s Arabic spokesman is being watched by millions

The words of the IDF’s Arabic Spokesman Col. Avichay Adraee have great influence over the lives of millions in Lebanon and Gaza. A Lebanese newspaper recently dubbed him Israel’s “harbinger of doom” and “the voice and face of misfortune.”

As head of the Israel Defense Forces’ public diplomacy in Arabic, Col. Avichay Adraee has become a household name across the Middle East. His statements on social media and TV channels, often laced with biting sarcasm or citations from the Quran, have reached a vast audience.

Adraee was among the IDF’s pioneers in the use of social media to communicate the army’s messages. Today he is widely known for his near-daily calls to Gazan and Lebanese civilians, urging them to evacuate specific areas ahead of IDF strikes on terror targets.

#عاجل إنذار عاجل إلى سكان بعلبك وعين بورضاي ودورس
🔸جيش الدفاع سيعمل بقوة ضد مصالح حزب الله داخل مدينتكم وقراكم ولا ينوي المساس بكم.
🔸من أجل سلامتكم عليكم اخلاء منازلكم فورًا والانتقال خارج المدينة والقرى عبر المحاور التالية: ⭕️أوتوستراد زحلة - بعلبك
⭕️طريق نحلة - بعلبك
⭕️طريق… pic.twitter.com/1FZoFWqdeO

— افيخاي ادرعي (@AvichayAdraee) October 30, 2024

According to reports, he appears to have considerable credibility and footage of his messages being broadcast over loudspeakers on the streets of Beirut has circulated on social media several times in the last few months.

Following the recent evacuation notices issued to the residents of Baalbek in Lebanon, some 100,000 people reportedly evacuated just before a large wave of airstrikes began, leaving them unharmed.

Afterwards, the district’s governor told Sky News Arabic, “There is currently a state of panic among the population after the Israeli evacuation warnings.”

IDF Arabic spokesperson Avichay Adraee issued a statement to the residents of Baalbek to evacuate due to impending strikes against Hezbollah sites. The warning caused traffic congestion as residents exited the city.
--
As I stated days ago, the most powerful person in Lebanon… pic.twitter.com/UTKNS7MG2v

— Joe Truzman (@JoeTruzman) October 30, 2024

In addition to his official statements, and comments issued by other IDF units that are translated into Arabic, Adraee often addresses Hezbollah and Hamas directly to taunt or make fun of them.

“The idea was to use social media not only to disseminate press releases but also to generate discourse among specific target audiences,” he said. “We are looking to influence, not just do PR.”

Recently, Adraee engaged in an online feud with Hezbollah-affiliated “journalist” Ali Mortada, using his catchphrase, “Hello my enemies” to taunt him with Israel’s successes on the battlefield.

#عاجل جيش الدفاع يوسع المنطقة الإنسانية في المواصي

يعلن جيش الدفاع عن توسيع المنطقة الإنسانية في المواصي والتي تحتوي على مستشفيات ميدانية تم انشائها منذ مطلع الحرب ومجمعات خيم ومواد للمآوي وتموين من الغذاء والمياه والأدوية والمستلزمات الطبية التي تم ادخالها بتنسيق مع المجتمع… pic.twitter.com/g8o0wzb9U4

— افيخاي ادرعي (@AvichayAdraee) October 26, 2024

After Mortada responded to Adraee with a picture showing him the middle finger, the IDF spokesman said: “What's up Ali!! This is your level of response? Is this how far you have come? What is your comment? Where are you?”

“Anyway, our platform is open for you to ‘let off steam’ – although we are your enemy, we are civilized, believe in the right to express opinions, and are democratic. Of course, these are expressions you've never heard of before!”

Mortada later said that many Lebanese civilians told him they were afraid to have him near them, fearing Israel would target him with an airstrike.

“Injustice ultimately leads to regret. This is your situation and your fate, Ali,” Adraee quipped.

“Do you remember how much you threatened, intimidated, pressured and attacked the poor people? It is normal to find yourself ostracized and find no area or person to offer you shelter. This is the fate of those who support falsehood, incite against their country, and sell themselves to a terrorist organization.”

“Today, you are homeless, everyone is avoiding you, and you will not find shelter across the 10,452 km² of Lebanese territory, which will not shelter terrorists, instigators, and followers of organizations that work for Iran at the expense of Lebanon and its people,” he added.

Adraee’s online clashes serve not just to garner attention, but to confront the Arab world with an alternative perspective to the often – but not always – unadulterated hatred and demonization of Israel.

“I’ve done this for a long time,” Adraee said. “When you do this for a while, you clash with the other, and you are on digital media, and it turns into something special.”

Before joining the IDF Spokesperson’s Unit, Adraee improved the basic Arabic skills he learned from his maternal grandparents, who hail from Iraq, by serving in Unit 8200, the IDF's elite signal intelligence unit.

He has served as Israel’s spokesman to the Arab world in all major and minor wars since the 2006 Second Lebanon War.