A model wearing a face veil pulls it off in an advertisement for Israeli clothing brand Hoodies, under the tagline "Freedom is Basic". But the ad for Hoodies has sparked controversy since it was released on Sunday, with some social media users accusing it of Islamophobia.
The campaign features prominent Israeli supermodel Bar Rafaeli - who is also reportedly a part-owner of the company - wearing the niqab (face veil) and hijab (head covering).
The advertisement starts with the question “Iran is here?” appearing on screen in Hebrew, before Rafaeli removes the niqab and hijab to reveal her outfit underneath.
She then shakes her hair and dances to a song with the lyrics: "It's all about freedom, finally breaking the chains, costing my freedom."
According to a write up in the Jerusalem Post, the campaign is "purportedly designed to call out racism and bigotry and support freedom".
Iran has seen a renewed protest campaign this year with women filming themselves removing their headscarves in public, with some being arrested and jailed by authorities.
Future commercials will reportedly feature transgender actress Stav Strashko and Ethiopian-Israeli model Tahounia Rubel.
However social media users took to Instagram and Facebook to share their dismay over the advert's insinuation that the niqab and hijab are restrictive and oppressive.
Hoodies have not responded to a request for comment on the criticism.
A political game?
The campaign comes as billboards depicting anti-Muslim and anti-Arab sentiments have sprung up across Israel in the run-up to Israel's municipal elections to be held on Tuesday.
The racist advertisements have been used in an attempt to drive voters to support right-wing Israeli parties.
The Jewish home party in Ramla, a city which Jews and Muslims live together, launched a campaign for its city hall candidate: “This can be your daughter [if she marries a Muslim]”. Naftali Bennet, the party leader, is the minister of education (of Israel).
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