A new Amazon Prime advertisement is warming hearts and promoting tolerance by showing a Christian vicar and a Muslim imam exchanging gifts. The commercial will be shown in Britain, America and Germany, all countries which have seen increased interracial tensions and islamophobia in recent times.
The short video shows the two figures buying each other knee pads to combat pain from carrying out their respective religious rituals. It was filmed in London, and stars a real vicar and the principle of a Muslim school.
This week is interfaith week in Britain, which aims to create better relations and understanding between faith groups. Christian and Muslim organizations, which were consulted in the filming of the advert, have been quick to praise it as an expression of harmony, representative of what the week is about:
Read more & watch Amazon's #interfaithweek advert featuring a Church of England priest and imam #LoveYourNeighbour: https://t.co/8JGEvBlESh
— Church of England (@c_of_e) November 16, 2016
A lovely advert featuring an Imam and a vicar sharing gifts #interfaith #christmas https://t.co/JnJED4q328
— MCB (@MuslimCouncil) November 16, 2016
British social media users of different faiths have praised the advert:
@amazon just want to say how much this advert touched my heart! Brilliant, well done! pic.twitter.com/XWFmXzX8Zn
— Kym Cheryl Williams (@kym_cheryl) November 16, 2016
Well @amazon New Advert Certainly Took Me By Surprise! But I Like It...#Peace And #Tolerance #RealReligion
— Arun Khan (@LifeOfAGakhar) November 16, 2016
Nice Amazon advert- the Imam was one of my teachers growing up https://t.co/3fVNYqbnSM
— Shafik Mandhai (@ShafikFM) November 16, 2016
The new Amazon advert with the imam and vicar is so heart warming. Truly needed.
— Amber M (@amber_mem) November 16, 2016
This advert comes at a time when there have been multiple reports of attacks on Muslims in America since Donald Trump’s election as President last week, and a 57% increase in reports of xenophobic abuse following Britain’s decision to leave the EU. The light-hearted video is being warmly welcomed as a symbol of the acceptance between faith groups in these societies, in the face of such acts of hatred.
The video is currently only available to view in the UK, where it can be seen here.
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