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The anti-terror ad going viral in the Middle East
Key Excerpts from Article on Website of CNN News
Posted: June 11th, 2017
http://money.cnn.com/2017/05/29/media/ramadan-advertisement-...
A hard-hitting video advertisement of a suicide bomber being challenged by victims of terrorism has gone viral in the Middle East. Kuwaiti telecom company Zain launched the TV ad on Saturday at the start of Ramadan, the holiest month in the Muslim calendar, in an effort to counter terrorism. Since then, the three minute music video has been viewed nearly 2.4 million times on YouTube. The message of the company's ad is unmistakeable. "Worship your God with love, with love not terror," sings Hussain Al Jassmi, an Emirati star famous in the region. "Be tender in your faith, gentle not harsh. Confront your enemy, with peace not war." Ramadan is typically a huge month for TV audiences as families gather to break their dawn-to-dusk fast and watch TV shows together. Advertisers spend a large proportion of their budget during the month. Zain has struck a chord before with its creative ads. Its spot last year carrying a message of peace was viewed 13 million times while its Eid holiday ad, which marked the end of Ramadan, had more than 24 million views. This latest project recreates the aftermath of a bus bombing as the suicide bomber walks through the carnage. The terrorist recites Islamic phrases but he is corrected by those sitting in front of him. The ad also features survivors of previous attacks including a man from the blast at a Kuwaiti mosque in 2015 and a bride from an attack on a wedding in Amman, Jordan, in 2005.
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