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Tag: Commercials

The “good fence” soccer match: Palestinian version

It seems that sometimes our guys can’t win – even when it involves a friendly game of football. A big controversy has arisen following a commercial by Israel’s largest cellular phone company, Cellcom, in which a soccer ball comes flying over the West Bank security fence and strikes an IDF jeep going by on patrol. One of the young soldiers kicks it back to the other side, and thus an impromptu game begins of kicking the back and forth with a bunch of female soldiers cheering both sides on.

In reality though, representatives of the Palestinian authority didn’t think the idea was very cute at all, especially in light of all the hardships they say that Palestinian citizens go through daily because of the “wall”. In fact they want Cellcom to stop running the commercial, and as a rebuttal, made a Youtube version of how they see the actual incident played out, when their efforts to induce the IDF soldiers to play winds up with the soldiers pitching canisters of tear gas at them instead of a football.

The timing of these incidents almost coincides with some comments made my Israeli P.M. Binyamin Netanyahu in which he said Israel has no plans whatsoever to dismantle the fence, and that it has helped prevent terror attacks from occurring during the last few years. The fact that so few attacks have taken place, probably isn’t so much attributed to the presence of the fence as it is to a change in tactics by the Palestinians, who now see that it is worth their while to refrain from such actions, especially with the new Obama Administration in Washington being more partial towards them than the previous one under George Bush. A few serious terror incidents would not be very user friendly to Mahmoud Abbas’ government in Ramallah, to say the least.

As for the two sides actually playing a real match, maybe this will actually happen one day, especially since the Palestinian national squad is now back on it’s home ground, after being located for many years in Jordan. And as a final word to this situation, playing football together is surely far better than lobbing other “missiles” over the 4 meter high wall – especially Qassams.

Sleeping To The Sound of Cellcom

In the background of this cute Pug sleeping with open eyes you can hear the current commercial for Cellcom.

Maybe that’s why her eyes are a little “freaky”…



Coping with the Americobession

AmericobsessionIt seems that American pop-culture and the English language have together saturated what could have been a thriving Israeli culture of sophisticated art, film, literature, and music. Just flip through the channels: Top Model, Top Israeli Model, American Idol, Israeli Idol, Who Wants to be a Millionaire, Survivor, Israeli Millionaire, Martha Stewart, Oprah, Dr. Phil. You’ll find television commercials for Israeli products that are entirely in English; you’ll even find plasticized American traditions such as the classic lemonade stand scenario reenacted for commercial purposes in the same nostalgic fashion that’s been done before—white picket fence and all.

Then turn that tuning dial: Britney, Ricky Martin, Rihanna, Jessica Simpson.

And then transliterate from Hebrew the words on any one of those street billboards: HOT, Orange, Super Pharm, New Pharm, Mega, Super Sell, BIG, SMILE.

And lest we forget the vulgar expressions that come out of endless attempts to capture American pop-culture through misinformed translations on clothing: the tagline “Pussy King” on the face of a so-called Burger King T-shirt (usually worn by an Israeli guy showing off the two months he spent driving an ice-cream truck in New Jersey); or a perfectly classy looking woman sporting the slogan “Kiss It” across the back pockets of her 1,000NIS ($250) pair of jeans.

Any efforts—if they ever existed—to halt American globalization in Israel have capsized, making way for newer and more counterfeit ways to promote all of the products, sights, and sounds that are already themselves carbon copies of what was once considered quality in American culture. A double-fallacy, and an especially unfortunate scenario for those of us Americans who have seen it all before.

As to why this has happened, it seems like an old topic already—American political support of Israel leads to financial support, which logically leads to a dribbling in of McFlurries, Coca Cola, Pink and Ashley Simpson. But in my three years here I have noticed a frightening upsurge in what I’ll call the “Americobsession” that draws me to conclude that so much of the flashy crap I was hoping to escape from when I left America, is now on the prowl to suck me right back in. I once figuratively spat at the windows of WalMart and gave my dollars to Nader. And now I seek news updates from the FOX network and question Obama’s willingness to use military force. Is it true? Have I become more American since I’ve moved to Israel? Or have I simply become more Israeli by surrendering to American influence?

The four posts that follow will include a few different investigations into the rampant and largely incurable Israeli obsession with all things American. We’ll lightly skim the pages of Freud and talk to some Israelis and Americans on the street in order to find out what exactly it is about all of that junk from the States that makes young Israelis trade in their Arik Einstein for Hootie and the Blowfish, their ‘Operation Grandma’ for ‘Team America’, and their individual tastes for a load of very expensive dribble. Americans have already fallen for it. Must Israelis now shovel the shekels for a cargo full of bad leftovers?

Written by guest writer Alana Sobelman

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