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Last update - 00:35 01/01/2009
Watch: Did Cellcom steal idea for ad showing soldiers playing soccer at West Bank fence?
By Ofri Ilani, Haaretz Correspondent

Two independent filmmakers have joined the wave of criticism over a controversial new commercial from Israel's leading cell phone operator, Cellcom, claiming that the company took the idea from a short film they produced three years ago.

The Cellcom commercial, which shows Israeli soldiers playing an impromptu game of soccer near the West Bank separation fence, has been called racist by Arab MK Ahmed Tibi and a Facebook group that is demanding the ad's removal.
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Cellcom ad at separation fence



The commercial, produced by the Israeli branch of international advertising powerhouse McCann Erickson, shows IDF soldiers on patrol along the separation fence, who stop their jeep when it is hit by a soccer ball from the Palestinian side of the fence.

The ball soon bounces back to the Israeli side, at which point the soldiers decide to hold a game with the Palestinians, while being cheered on by female soldiers. At the end of the spot, a voiceover says, "All in all what do we want? To have some fun."

"Volleyball at the wall"



But filmmakers Itamar Rose and Yossi Atia claim the cell phone company copied a short film they produced three years ago entitled "Volleyball at the wall," which screened at several film festivals and was posted on YouTube.

In Rose and Atia's clip, a group of Israelis are seen attempting to hit a volleyball over the separation fence. Unlike the Cellcom ad, the ball is not returned from the Palestinian side in Rose and Aria's clip.

Rose and Aria recently began the process of taking action against McCann Erickson, which produced the Cellcom ad.

"In the first few days I didn't get the chance to see the Cellcom commercial," Rose said.

"And then suddenly a lot of e-mails arrived. Somebody asked us if we had started to work at an Israeli cellular company. Others thought we had sold the idea. I went to watch, and at the start I got very irritated. Not just for the fact that they took our idea, but also from the fact that they gave the idea a twist that robbed it of its meaning."

Rose said that their film also dealt with the separation fence in what he called a "humoristic" way.

"But we tried to convey an entirely different message," Rose said. "At the end of our version, the ball is not returned - just like in reality, the wall is meant to sever ties between the nations so we don't see them. At the end of their version, the soldiers are cheering, which sends the opposite message."

A representative for McCann Erickson said, "We are pleased with the great interest that this clip has generated in Israel and in the world. The only inspiration for the commercial was the fence, in an effort to reflect the connection between opposite ends, without regard to religion, race or gender."
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  1.   Fun had by all 16:11  |  Arnold 18/07/09
  2.   Who cares??? 16:51  |  Jack 18/07/09
  3.   "They stole our idea!" 17:10  |  jw 18/07/09
  4.   nothing alike. 18:06  |  JO 18/07/09
  5.   the point is humour - what if??? Hope. 18:14  |  rachel 18/07/09
  6.   Both: Bad taste, but not racist 18:37  |  Rob 18/07/09
  7.   The oldest idea in the world. Give me a break 18:44  |  McQueen 18/07/09
  8.   It surpasses anything that could be called racist! 20:12  |  Marlene N. 18/07/09
  9.   Different See, The Commercial Is Not Meant To Be Realistic 21:38  |  UsedToPostHere 18/07/09
  10.   The only similarity is the wall. 23:59  |  Reudor 18/07/09
  11.   soccer 04:17  |  Hope 19/07/09
  12.   sick ad 07:08  |  Sylvie 19/07/09
  13.   A Universal Language 04:06  |  Dr Joe 20/07/09
  14.   Marlen, Marlene 20:47  |  Lawrence 21/07/09
  15.   THAT! Cellcom ad 17:11  |  Alan Abbey 22/07/09
  16.   re: Sylvie 07:37  |  UsedToPostHere 23/07/09
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