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Sunday, July 12, 2009

Arab Audiences to Israeli Phone Company: We Are Not Amused

A television advert for an Israeli cellphone firm showing soldiers playing soccer over the West Bank barrier has sparked cries of bad taste and prompted Arab lawmakers on Sunday to demand it be taken off air.

The jaunty commercial for Israel's biggest mobile phone company Cellcom makes light of Palestinian suffering and shows how far Israelis fail to understand their neighbors, critics said. The company stood by the ad, however.

It shows a ball falling on an Israeli army jeep from the far side of a towering wall. A game ensues, back and forth with the unseen Palestinians after a soldier dials up "reinforcements," including two smiling women in uniform, to come and play.

The advertisement made by McCann Erickson, part of U.S. Interpublic Group, ends with the upbeat voiceover: "After all, what are we all after? Just a little fun."

link: Israel phone firm's West Bank wall gag fails to amuse | Technology | Reuters


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