Outrage over ‘tasteless’ Israeli mobile phone ad

An Israeli mobile phone advert has sparked anger for making light of the suffering of Palestinians living on the West Bank. Some Israeli Arab politicians have called for the Cellcom advert to be banned, while Facebook users have founded a new group called, in Hebrew, "I'm disgusted by Cellcom's new ad".

In Cellcom's advert, a group of Israeli soldiers are driving along the West Bank separation wall when a football hits the bonnet of their jeep. They get out, kick the ball back over the wall and are surprised to have it kicked back over to them by an unseen Palestinian. An impromptu 'keep-uppies' match ensues with light-hearted music and female soldiers cheering their men on.

At the end of the advert, a voiceover says: "At the end of the day, what are we all after? Just a little fun! Let's everyone have some fun... It's so cool! It's Cellcom!"

Critics say it makes light of the situation. Ahmad Tibi, the leader of the Arab Movement for Renewal, an Israeli Arab political party, called for the ad to be banned, telling Reuters: "The barrier separates families and prevents children from reaching schools and clinics... The advertisement presents the barrier as though it were just a garden fence in Tel Aviv."

One Israeli blogger, Tzika Besor, points out: "The fact that the Palestinians are invisible in the ad makes it seem like we can only have fun if Palestinians remain unseen, if they accept the occupation, abandon the idea of self determination and accept the constraints imposed on their movements."

A Cellcom spokesman has responded by saying the company does not deal in politics: "The message of the campaign was that when people of any religion, race or gender want to communicate, they can do it in any situation. The campaign was not intended to hurt or cynically offend anyone, or to take any political position."

Meanwhile, at a weekly protest against the West Bank barrier in the Palestinian village of Bilin, some activists filmed a spoof ad by recording what actually happened when they kicked a football over the fence. Their stunt, which can be seen on YouTube, was met with volleys of teargas. Abdullah Abu Rahme, a spokesman for the protestors, said: "We threw the football to the soldiers, but they sent tear gas and stinking water back at us." ·