Let’s bomb hate with love: Zain anti-terror ad goes viral

An anti-terror advertisement created by marketing company Zain has gone viral on social media in the Middle East, both drawing plaudits for its messages of love and stirring up controversy for the use of images of terrorist incidents and victims. The ad was released by the Kuwait based Zain on Friday, near immediately before the holy Muslim month of Ramadan began, reported Adweek. In the three-minute-long video, a suicide bomber is depicted attempting to carry out an attack. However, the would-be attacker is stopped by the music as people from all ages and walks of life implore him through song to use love, not violence.

Beautiful anti-terrorism Ramadan ad by @Zain A poignant and important message! #Ramadan #Respect #Love https://t.co/JjKKIxWH2Z via @YouTube

— sameen mohsin (@sameenmohsin) May 29, 2017

Emirati pop singer Hussain Al Jassmi, who lends his voice to the video, uses such lines as “be tender in your faith, not harsh”, “let’s bomb hate with love”, and “confront your enemy with peace, not war” as he offers a hand to raise up the would be suicide bomber before he can complete his fall from grace by detonating the explosive vest. While many took to social media to express their support for the advertisement’s message, others criticised Zain’s use of terrorist incidents and victims of terrorism to promote a brand.

One more reason not to like @Zain'a Ramadan TV ad. @ZainJo #اعلان_زين #الارهاب_صناعة pic.twitter.com/WhEv8xUsDt— Rawan Da'as (@RawanDaas) May 28, 2017

One particular point of discontent was with regard to a reference in the ad to Omran Daqneesh, a boy who survived an attack in Syria last year and was photographed covered in dust and blood in the back of an ambulance. Omran in fact was not a victim of terrorism, but rather an airstrike by the Syrian government. In addition, speaking on the phone with Adweek, Jordanian human rights worker Rawan Da’as said: “I am not responsible when it comes to terrorism, and what I see from these ads is that they promote the idea that terrorism has to do with Islam in some way. To me, that is offensive.”