For more than two years, hundreds of thousands of people in Gaza and Lebanon have lived in dread of Avichay Adraee’s next social media post.

Israel’s Arabic-language military spokesman has been the animated face of its campaigns and the main source of warnings ahead of strikes and major offensives. That has made him one of the most recognizable Israelis in the Arab world and a focus of fury as well as some fascination.

In social media videos shared to his 2.5 million followers across platforms, the colonel appears in military fatigues, gesticulating as he delivers official statements and mocks Israel’s enemies, often using satire or pop culture references, all in fluent Arabic.

Below is Adraee’s video message on X on Tuesday, June 9, warning residents of Tyre in southern Lebanon to evacuate their homes immediately:

In the wars sparked by Hamas’ Oct. 7, 2023, attack, his social media accounts have carried warnings for civilians to leave — sometimes at a moment’s notice — areas shaded in red on maps of Gaza and Lebanon. Millions have paid heed, with hundreds of thousands seeking refuge in tent camps.

Adraee, who is retiring this year, takes pride in his work. Asked to respond to the fact that many associate him with death and displacement, he said he has helped Arabs to better understand Israel’s military operations.

“Because of these evacuation orders, many millions were saved,” he told The Associated Press. “There’s no other army in the world that acts this way.”

The grim warnings have also made him something of a celebrity. In Lebanon, a look-alike delivery driver posts satirical videos and pranks unsuspecting residents, showing the fear Adraee inspires.

Adraee, 43, grew up in the mixed Jewish and Arab city of Haifa in northern Israel.

His father’s family is part of the Jewish community that lived in the area for generations before Israel’s establishment in 1948. His mother’s family came to Israel from Iraq, among hundreds of thousands of Jews from centuries-old communities across the Middle East who emigrated to Israel to escape violence and persecution.

Adraee said he loved watching Egyptian soap operas on Israeli television as a kid and that studying Arabic was “love at first sight.” He picked up some Arabic at home before studying the language in school and during a stint in military intelligence.

“My ability to speak and absorb Arabic is connected to my roots,” he said. “My grandmother and father were very proud when they saw me on TV speaking in Arabic.”

Adraee became the military’s first Arabic-language spokesperson in 2005, doing interviews with TV outlets, including regular appearances on the increasingly influential Al Jazeera.

He said 2011 marked a turning point with the rise of social media, which was used to great effect during the Arab Spring uprisings that year.

“People know me, we’ve been through so many wars,” he said. “But the revolution of social networks in 2011 allowed us to lean on the persona of Avichay.”

Adraee wants his videos to go viral, leaning on the casual nature of social media to get his message across.

The IDF’s discovery of Hamas infrastructure under a luxury hotel in Gaza made little impact, but Adraee said his satirical video of a Hamas leader leaving a TripAdvisor review for the tunnels was widely shared. He has sent birthday messages to singers and holiday greetings to Arab influencers, even exchanging public messages with Lebanese journalists who work for Hezbollah-linked outlets.

“We want people to be exposed to the really important and serious messages, the information we’re trying to convince them of, but if you want them to remember you, you have to be more creative,” he said, adding that social media allowed him to “talk directly to the people, above the heads of the government.”

Fawaz Gerges, a professor of Middle East studies at the London School of Economics who was born in Lebanon, said Adraee’s posts are “dreaded and feared because they really carry life and death implications for hundreds of thousands of people.”

Still, “you have some people basically who are fascinated by his personality because he’s now almost an official influencer for Israel,” he said, adding that Israel’s military has spokespeople in several languages, but only Adraee is famous enough to be known by his first name.

After 20 years in the role, Adraee is retiring and will be replaced by Lt. Col. Ella Waweya, the military’s highest-ranking Muslim woman.

Last month, Adraee received one of the strangest messages of his long career.

A teenager in a Beirut suburb reached out on Instagram and told Adraee that her school was hiding weapons. Israel regularly bombs buildings it says are used by militants, so the message prompted panic, vehement denials by school officials and a search by the Lebanese military, which turned up nothing.

It was later revealed the girl was playing a joke with a friend and likely wanted to avoid going to class.

Adraee chalked up the whole situation as a win.

“The fact that the (Israeli military) spokesperson is someone you can write to on Instagram, that’s the whole story,” he said.

(AP & YWN Israel Desk—Jerusalem)