McCann-Erickson Israel launches controversial TV spot

Discussing Israeli/Palestinian relations is often an exercise in walking on eggshells. Passions run high on all sides of the debate, and it’s near impossible to take a stand without offending those who don’t agree with you.

Whether it intended to raise tensions or not, Tel Aviv’s McCann-Erickson Israel has been pulled into the fray after launching a TV spot for Isreali communications firm Cellcom. The ad features Israeli soldiers on patrol along the controversial West Bank Barrier. They are startled when a projectile comes sailing over the wall, only to see that it’s just an errant soccer ball. What follows is a fun, impromptu game between the Israeli soldiers (who call in “reinforcements” via their Cellcom phones) and unseen Palestinian opponents. The ad concludes with a voiceover in Hebrew ”After all, what are we all after? Just a little fun.”

There are many calling the ad “despicable” for its light-hearted depiction of the Israeli West Bank Barrier, a wall that is either an illegal trampling of Palestinian rights, or a necessary safety measure, depending on where ones opinions lie. There are Facebook groups and blogs calling for the ad to be banned, and Israeli and Arab politicians are stepping into the argument. No word from McCann Erickson as of yet.

What do you think, loyal ihaveanidea readers?