If you were watching X Factor on Saturday night and thought flamboyant hopeful Amrick Channa looked a tad familiar, then you wouldn’t be far wrong.
Because aside from trying to impress Simon, Sharon, Nicole and Louis with his high-energy take on Technotronic’s Pump Up The Jam, the insurance processor has recently been extolling the virtues of a high-street favourite.]
Guessed it yet? Let us shed some light on the matter, with a look at this poster from Sainsbury’s recent ad campaign, which Amrick recently shared on Twitter:
Yes indeed, it’s Amrick. And here he is again:
In fact, given that particular campaign did the rounds on billboards also, chances are you’re more familiar with the feather-strewn singer than you might think.
Although that’s not the only place Amrick has popped up – as he also showed off those powerhouse vocals of his when he auditioned for The Voice in 2014:
He gave another disco-tastic performance then, but his rendition of Pride (A Deeper Love) wasn’t enough to persuade any of the coaches to turn for him – with Ricky unsure if he was a boy or a girl and Will.i.am suggesting he was a ‘grandmother’.
And that’s not the only time he performed that track on TV either, having also sung it when he was a contestant on Come Dine With Me the following year.
Yup, he’s been on that too. But only finished third out of five.
Whether or not his X Factor career will prove more successful remains to be seen, although he got off to a good start on Saturday night after winning yeses from all of the judges except Simon.
‘You are kind of like an old-school 90s diva aren’t you?’ the mogul told him, adding: I’m slightly torn with you because I like the song, I did like your voice…the image bothers me.’
Still, Nicole liked it as she declared: ‘You jammed up my pump…no wait, you pumped up my jam.’
The X Factor continues on Sunday night on ITV at 8pm.