Najwa Karam was not the first female Arab artist to do shameless adverting for a foreign company. This is not a new trend by all accounts. Here's an an ad from 2008/2009 by Nancy Ajram for Sony lines of Walkman phones.
notice how Nancy Ajram styled her hair in the fashion of Japanese high school girls. She did not forget to throw in her famous shy smile turns to laugh and she always holds her mouth. That move alone made Nancy millions.
I think Sony made a great call by hiring Nancy, she is a Star in every corner of Arabia and beyond.