Almost irreplaceable: The face of the IDF in the Arab world
Col. Avichay Adraee is about to complete his service as the IDF Arabic spokesperson after nearly twenty years. During this time, he became Israel’s most recognizable face in the Arab world. His name is known not only in Israel but also in Beirut, in Gaza, and across the region among all those familiar with his videos addressing the Arab public directly and trying to break through the wall of lies surrounding Israel.
To view his work merely as public relations is to miss its true essence. Public diplomacy, in its deeper sense, is not just about explaining but about influencing. It is a tool of warfare in every respect. Adraee did not only speak to the enemy; he warned them, confused them, and engaged in a sophisticated psychological dialogue. While others fought on the battlefield, he operated in the realm of information, a front no less critical in an age when perception shapes reality.
His strength came from a rare blend of authority and humanity. He never sounded like a detached official spokesperson but like someone who genuinely believed in his words. His fluent Arabic, his personal tone, and his willingness to speak directly and without arrogance created a sense of authenticity that even his adversaries respected. In a world where every tweet can be a grenade and every video a battle, authenticity is the most valuable weapon, and Adraee understood that perfectly.
Choosing his successor will require more than language skills or digital strategy. It will demand the ability to move between worlds, to adapt tone to the moment, and to stay composed under pressure. It calls for deep cultural understanding, emotional intelligence, and mastery of both language and narrative.
Adraee’s departure is an opportunity to rethink the essence of Israeli public diplomacy. It is not about campaigns or slogans, but about real people who understand the other side, who speak the language of their audience, and who can project truth even when it is uncomfortable. Avichay Adraee was such a figure: credible, sharp, and above all, present. May it not take too long to find his worthy successor.
