A new Israeli cell phone commercial has angered many Palestinians and Israelis, who say that the commercial is in poor taste. The ad shows Israeli soldiers patrolling the West Bank wall when unseen Palestinians on the other side toss a ball over the barrier. The soldiers kick the ball back and an impromptu game of kickball ensues. One of the soldiers makes a call on his cellphone and several other soldiers soon arrive to join in the fun, though their Palestinian counterparts are never shown. The commercial ends with a voice over in Hebrew saying "After all, what are we all after? Just a little fun." You can view the commercial on YouTube by clicking here.
The ad is for Cellcom, which is Israel's largest mobile service provider. It began airing last week and on Sunday Arab law makers demanded that the commercial be taken off the air. "It is weird and despicable to use the suffering and occupation as a means of advertisement," said Saeb Erekat, who is an aide to Palestinian President Mahmoud Abbas. Some Israelis are also voicing their disapproval, calling the ad "a contender for 'the creepiest ads of all time.'"
Cellcom maintains that their intention was to highlight the "core value [of] communication between people" no matter what their "religion, race or gender." At least one Israeli group, called Peace Now agrees with Cellcom's assessment of the ad: "I think the message of this advertisement is that there are people, normal human beings, on the other side of the fence who simply want to play football. For a commercial advertisement it is a brave move and I believe it is welcome," said Peace Now's director, Yariv Oppenheimer.
What are your thoughts? Is this a thought-provoking commercial that promotes communication across barriers? Or is it offensive?
No, I do not see this as a thought-provoking or an offensive commercial. It’s one that could help promote communication ,aleviate tension behind and across all barriers.
Saw nothing wrong – but if one is looking for something to complain about ….
This ad is great in that it proves the words of that Negro philosopher Rodney King,ie,”Can’t we all just get along”. Unfortunately everyone wants to get his name in the paper or be known as a “spokesman” for some cause and after everyone has heard his name and seen his name, again ie, Da Rev Al or Marty Markowitz that gives them an opportunity to run for pubic office and after they are voted in they show their true value as a do-nothing representitive.
If we all played football there would not be any time to shoot at each other…lets stop the talk and get on with the game and no one is winning or losing, we are just playing for fun…just for fun!!!
who wants the peace,time passed away now we have to suffer. just visit the site and see what we did wrong. thanks, god bless all.
From the ad we may assume that Palestinian kids can do more than throw deadly stones. If the Palestinians are offended by the ad they owe it to nobody but themselves. Perhaps someday, to paraphrase the words of Golda Meir, when the Palestinians love their children more than they hate the Israelis, the wall won’t be needed. Fabulous ad. Fabulous soldiers.
“This ad is great in that it proves the words of that Negro philosopher Rodney King,ie,Can’t we all just get along”. Whoa now, Der Shkotz!!
“NEGRO”? Philosopher? Come on, man!
Sounds like a pretty cool ad to me. You have to wonder how or why anyone would be offended at the idea that these two groups of people could find common ground. The Palestinians who are upset seem to want to be identified as victims, not a people. The Israelis who are unhappy with it seem to want to demonize all Palestinians and have them remain as “the other”. Look at Vietnam veterans who have become friends with Vietnamese, some of whom were their counterparts, i.e., enemies. They all say that the entire Vietnam War seems totally pointless to them now.