In its last ads 2013 , Coca Cola company, the world’s leading fizzy drinks company, unleashes the same old story or mythology the WEST Vs the other . And this time the other is an Arabian who is wearing his traditional outfit and travelling the Gulf desert with his road mate, the camel.
The pictures of the ad-Coke Chase- announces a rallying chase behind a giant bottle of Cola, seen from a distant oiasis- originally the oiasis refers to a settelment in the middle of the desert after having found a quenching source of water. Where water means in the Islamic tradition the source of every living thing on earth. As it is said in the holy Qur’an in the surat of Prophets : « We made from water every living thing ». Allah, the Most Gracious, the Most Merciful, did not say « We made from (cola) every living thing »
Moreover, and assuming that the so called chase after the quenching drink ‘cola’ down the valleys of the mercilessly hot desert, The Arabian Desert, which is stretching from Yemen to the Persian Gulf and Oman to Jordan and Iraq, is a desert race or ‘coke chase’ as its true industrial name , we should then ask an interesting question, who are the rally runners ? In the ad. There are three candidates to assume the responsibility of the race.
The indigenous people, represented by that Arabian man, the man who is travelling the desert upon his camel, is not included in the coke chase, or again I call it ‘cake chase’. The man was not given any importance and was swept away by the tornado caused by the race trace made by the above mentioned rally competitors, who are chasing down the ‘happiness’ drink, coke ; not the drink that would save their life and jounrney from eventual thirst.
On the other hand, Cola, which is a ‘black’ drink in the heart of the Arabian desert can only be interpreted as the black fuel, petrolum ;and it’s up to you, dear readers, to see the director's idea about the world’s drink number one …ah sorry liquid number one : the black gold, petrolum.
So, the Hollywoodic chase down the desert is just imaginary and misleading. The true chase is that one after the black gold.
In short, the stereotypes: self and other, East and West, or North and South are true and will always continue as far as we are concerned in this life, but one thing the director of ‘Coke Chase’ did not take into consideration, the Arabian man will win the ‘coke chase’; simply because in our tradition the camel is a great desert vehicle – it is called the ‘Ship of the desert’ – and everybody knows the capacities and endurance abilities of such a monumental animal, the camel.
That's why I vote for the Arabian man and his camel !