An Egyptian ad was banned for its 'racist' narrative

Late last week, the Supreme Council for Media Regulation in Egypt issued a ban against Telecom Egypt's fourth mobile network, We, regarding the African edition of its recent ad campaign.

The latter revolved around the theme of chivalry, titled "Gadaana," and stressed on how it's only found in Egypt, in a three-part series.  

The "racist" ad sees Egyptian actor and director, Karim Abdel Aziz, looking for help as his plane crashed in the middle of an unknown African country. 

Abdel Aziz and his crew find themselves amid an African tribe in full stereotypical costumes. As he's asking whom he assumed is the tribe's leader for water and help, he's met with an unfamiliar language. One of his friends then translates the message from the leader, which says, "You're good to be eaten." 

According to local news sites, the ban targets the second part of the advertisement campaign since it is found to be detrimental to the Egyptian-African relations. 

The council also stressed on how this ad can harm the interests of the Egyptian state in Africa, and undermine the country's efforts to strengthen relations within the continent.

In addition, the council's statement strictly prohibits the airing of the ad. Any TV channel that does so would be subject to a fine.

The decision was made on the basis of a complaint filed by the Assistant Secretary of State for African Affairs and the Director of the Department of African Translations, Ambassador Khaled Emara, and on the recommendation of the Complaints Committee of the Media Council, headed by Jamal Shawky. 

Stereotypes were not only present in the second video ad of the campaign, but in its first and third part as well. 

Part one featured Abdel Aziz interfering to end a fight in Mexico, using the most typical of names like Carlos. While part three featured him looking for a lift in China after his car broke down, and calling the Chinese guy sitting next to him Lee. 

All three videos end the same way: He says Gadaana is only found in Egypt and could not be translated to any other language, Egyptian women will ululate at any happy ending, and all Egyptians will offer help no matter the problem is. 

All of that for Telecom Egypt's new mobile data packages.