"Ads aimed at the general market, like this one, are invaluable time capsules, representing public mood much more faithfully than any art. They can’t afford to affront and lose a single customer – and thus they document not just what a society really is, but what it really thinks itself to be, which can be just as decisive as facts and figures
The commercial was done by McCann Erickson Israel, the largest advertising company in Israel, for what is probably their biggest client – Cellcom, Israel’s leading cell phone provider. So one can assume that many people were involved in writing and approving the commercial, including McCann Erickson’s top directors and managers. In that sense, the commercial is no “mistake” by some low level copywriter.
Palestinians are invisible in this commercial. The wall the soldiers are playing around was built on their lands – and that Palestinians are killed while protesting against it – the fact that in reality, if a Palestinian comes close to the fence to return a football or to wave a flag he is likely to get shot; the whole reality of the occupation, is something Israelis are refusing to see. Like the voice over at the end of the commercial says (“What do we all want? Some fun, that’s all”), we see ourselves as your usual happy-and-fun-loving-Mediterranean-nation, only in uniform.
Israelis can be liberal or conservative, religious or secular, left wing or right wing people, but as a whole, the vast majority of them are totally absorbed in their own pain
, and don’t care at all about the Palestinians – even though the reality of Palestinian and Israeli life is unseparable, and has been so since the dawn of Zionism.
A well informed person in Europe or the US knows more about what’s happening in Ramallah or Hebron than your average Israeli
, living only 30 minutes drive (if you can pass the roadblocks) from these towns. You can’t even blame the Israelis: In most Israeli papers and news stations, stories about the Palestinians are considered boring, practically a none-issue. You can see more of them on a EU Channel than on Israeli TV.
The current trend in the debate is refusing to use the word “occupation” – which is considered a radical lefty term
– and even denying the very existence of a Palestinian people, as if we could only prove that they are not a nation, we wouldn’t be forced to give them individual rights. Israelis are living in a world of constant Cognitive Dissonance, in which it is possible to speak about our forever-united-Jerusalem, while in fact the city is already divided into two by a wall more than twice higher than the Berlin Wall.
This view is shared by Israel’s supporters around the world, and especially in the US. Most bloggers there consider themselves Obama supporters, and even Liberals. But when it comes to Israel, things change
. Here, they can write a post which makes fan of Palestinians’ life under the siege in Gaza, and never understand the problem with it.
I often wandered what did the people of South Africa think about their country. Did they went on seeing it as a democracy, even when the rest of the world cut all connections with them? How could they explain to themselves this difference in perception? You create your own image of yourself, and than you build a wall around you.
All stolen from ...
"Occupation is fun!