It's not surprising to hear people singing lines from popular radio and TV advertisements.

Some ads are so popular that, many years after, people still remember them.

The NCB Excellence JA advertising campaign that ran during local TV's coverage of the recently held IAAF World Athletics Championships seems poised to become one of those unforgettable advertisements.

Former Rising Stars contestant Natel is the singer of the Mikey Bennett-produced song created for the campaign.

"This project just came out of the blue, so to speak. I was on the road, and Mikey Bennett called me and told me he needed me to come to the studio immediately to do a recording. Mikey wrote the song and I delivered it to the best of my ability," Natel revealed.

Natel's unique singing style helped to make the Excellence JA campaign popular.

"From all indications, the ad was a hit. it was one of the talking points throughout the World Championships, and people are still talking about it. I even heard people have been calling local media houses, trying to find out who is the singer of the song. Some people are saying Excellence JA is so good we should release it as single," said Natel.

Video

The easy-going singer recently shot the video for his hit single, Only For You.

"We just completed the video. I have to thank everyone who worked on this project including Tiyarro, Sherice Broomfield and Sanjay for their support. We shot the last scene on Sunday in Port Royal. It should be ready for release very soon."

Natel is gearing up for a tour of the US West Coast alongside MV Music boss Mr Vegas and labelmate Latty J.