Many companies release seasonal adverts during Ramadan. As we know from the consumerization of Christmas, nothing seems to scream profits to large corporations like a religious occasion.
This year, however, one commercial with all the right motives is drawing attention from far and wide. Since Zain Kuwait released their effort just two days ago it has already received nearly 1.8 million views.
The telecom company’s message of ‘let’s bomb hatred with love’ could hardly be more relevant given recent tragic events across the region, as well as in the UK.
Starring Emirati singer Hussain al-Jassmi (of “boshrat khair” fame) the dramatic video calls on Muslims to “worship your Lord with love, with love not terror”.
Beginning with footage of a man preparing a bomb interspersed with images of children and the elderly, Zain’s ad certainly gets our attention.
As the at times surreal commercial continues we see the would-be suicide bomber enter a bus, at which point the whole thing turns into a musical.
Actors playing the bloodied victims of terror contradict his invocations of a God of violence, changing his battle cry of “Allahu Akbar” (“God is the greatest”) to “God is greater than those who obey without contemplation.”
The powerful advert goes on to include shots of terrorist attacks in Iraq, Kuwait, Jordan and Saudi Arabia, and several of the real victims of those tragedies.
Then, with all the cheesiness it can muster, just as we see the bomber prepare to blow himself up, instead the sky erupts with fireworks.
“We will counter their attacks of hatred with songs of love,” the clip tumultuously concludes.
Despite erring on the tacky side, the response to the advert has been overwhelmingly positive, and not just locally too.
What an amazing ad to start Ramadan. Well done, @Zain.https://t.co/HR8XdT7eoN
— Assil Ksiksi (@aksiksi) May 27, 2017
Take notes @Pepsi, this is how it's done. Ramadan Mubarak to everyone around the world, may it be a blessed one!https://t.co/WaQbLOJkV2
— Rayan Alnajar (@AlnajarRayan) May 27, 2017
Zain's new anti-terrorism ad is heart-achingly beautiful :') Beautiful execution https://t.co/oMjodtmCwq
— Fhaid (@Fhaid) May 26, 2017
every Muslim should share this so the world could see what's the true meaning of Islam #Ramadan https://t.co/kEwOMbXCmH
— Nouf Basseeط (@Nouf_simple) May 27, 2017
One Youtube comment read “respect and love to all peaceful muslims from germany!”
Another said “as an American I've been to Kuwait, Iraq, and Afghanistan. most people want peace and love. it's only the ignorant, uneducated and indoctrinated that want harm and to spread extremism. I've made good friends on my deployments and I hope for a bright future for all of mankind.”
RA
