Israeli Ad Takes Asia by Storm

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An ad put together by an Israeli advertising agency has caught the attention of Asian viewers -- by the millions. With its quirky take on Asian dictators and its message of change, the ad has become massively popular in Asia. Our team in Tel Aviv brings us the story.

An Israeli soft drink commercial that spoofs military dictatorships is making waves in Asia.

The creators of this ad estimate it's been watched by millions on the web -- most of them in China.
And viewers are eager to weigh in. Here are some of their comments.

1. This commercial made me laugh so hard...
2. This is the most original and creative commercial that I have ever seen!
3. This must be a [South] Korean commercial. The Koreans dare to film something like this and laugh at their own people in the north...
4. Very creative! We wouldn't dare...

Rani Carmeli, an independent Israeli director, worked on the ad. He says it's had a big response in China because it touches people's sentiments about regional dictatorships.

[Rani Carmeli, Sprite Ad, Director]:

"I think the reason it's working that strong is because it touches the nerve of a lot of people that want humor in the situation. They see every day the news in all the world, with strong dictatorships and they had enough. People want to enjoy life they don't want anybody to tell them what to do."

At first the ad targeted the Israeli market. But after hitting the Internet it took off and went viral.
Itay Boneh and the team at the Geller Nessis Publicis advertising agency worked on the idea for months. They wanted to craft an ad with universal appeal.

[Itay Boneh, Strategic Planning Supervisor]:
"We didn't expect such a successful publicity abroad or in China, in particular, but we certainly understand the fact that this ad talks in a global language and delivers a message that is relevant to many people."

To avoid seeming political, the creators avoiding using the likeness of any specific Asian ruler.

[Rani Carmeli, Sprite Ad, Director]:

"It's a sort of parody about these dictatorship countries and about this leader that instead of, I don't know, throwing bombs, or doing things that no one wants them to do, they are talking about life, about the good time of life and not the bad time."

The creators are obviously pleased with the response to the ad. And maybe a little surprised at just how fertile the ground in Asia seems for the message of change to the status quo.

NTD, Israel

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[xxPithius10n1xx]

WAIT CHINA'S A DICTATORSHIP? I THOUGHT THEY WERE COMMUNISTS... I'm kinda being serious i'm a freaking idiot. does China have a dictator?

[wabdinur]

@scottadler

I doubt the Koran will tell you how the Jews were treated in Europe. Maybe you`ll find why Jews try so hard to be part of the Middle East instead of going back to Europe.

[scottadler]

@wabdinur Ironic for arab or an arabist to call anyone else a thief or a murderer. Read the koran, i did. Or follow the history of any arab or islamic empire. Or what the arab states did to their own Jewish citizens.

Cheers.

[wabdinur]

@scottadler

Are thieving mass murderers capable of fear?

[scottadler]

@wabdinur They're not blind to the palis. They're just f***ing scared of them, dufus.

[greentechnews1]

@wabdinur yep you clearly has blind-sight :)

[wabdinur]

It's funny how they tend to have a blind-sight when it comes to the Palestinians in their midst. Good commercial nevertheless.

[TheBlayzinAsian420]

Israel knows all about "regional dictatorships."