Arab Activists Demand Israel Boot 'Insensitive' TV Ad

Arabs demand Israel boot an ad depicting Israeli soldiers playing soccer over the separation wall, saying it is insensitive to Arab suffering.

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Malkah Fleisher,

Cellcom Separation Fence Ad
Cellcom Separation Fence Ad
Israel news photo (archive)

Arab activists and their Israeli supporters have demanded that Israel boot a cellphone commercial which they say is insensitive to Arab suffering, depicting Israeli soldiers playing soccer with unseen PA Arabs over the separation wall.

Pro-Arab Israelis and anti-Israel Arab MKs alike have blasted Cellcom's new advertisement, which depicts a ball falling on an Israeli army jeep over Israel's separation wall between some Arab and Jewish areas in Judea and Samaria. After kicking the ball back over, a game between the soldiers and people who are presumed to be PA Arabs ensues, with a voiceover enthusing "After all, what are we all after? Just a little fun."

The advertisement was produced by McCann Erickson, part of U.S. Interpublic Group. Cellcom representatives said the ad was intended to illustrate the potential for communication between diverse groups and the pursuit of mutually-enjoyable entertainment.
Arab Knesset member Ahmed Tibi, who is known for his vehemently anti-Israel presence in Israel's parliament, decried the ad as minimizing the injustice done to Arabs as a result of the wall.

The Cellcom ad came out almost exactly on the five-year anniversary of an International Court of Justice (ICJ) decision that Israel has no right to attempt to maintain security by building a fence through land that was restored to the Jewish state in the 1967 Six Day War.