Subversive Arabic Breast Cancer Awareness AD

This is actually quite clever, the ad shows a number of young Saudi (I presume) men who have been asked to publicly ask women to expose themselves, using the word Ikshifi (Arabic fonts don’t work on my blog due to an unresolved DB issue) they are really coy about it and a lot of them refuse to say it out right.

Initially you’d think from the way that they are talking and the common use of the term that they are asking the women to take off their hijab. But towards the end it becomes apparent that it’s a play on words, the Arabic for expose is also the Arabic for examine. A heartfelt request for women to get their breasts examined for breast cancer closes the video.

It got me watching it because I thought it might be about something else. Hopefully it has the desired effect.