Advocates of Israel Boycott Dismayed by Colbert’s Comedic Hummus Ad
A comedic product placement for Sabra hummus near the start of Stephen Colbert’s first episode as host of “The Late Show” on Tuesday night earned him praise from marketing experts, but catcalls from supporters of a movement to boycott Israeli-owned companies.
In a segment that simultaneously mocked paid endorsements and was one, Mr. Colbert explained to viewers that he had made a deal with a demonic amulet, which gave him the chance to host the show but required “certain regrettable compromises,” like endorsing Sabra-brand hummus.
While most of Mr. Colbert’s viewers were quite likely unaware of any political implications of the tongue-in-cheek endorsement, fans who support a Palestinian-led campaign to pressure Israel through boycotts, divestment and sanctions, or B.D.S., were dismayed by the gag. The hummus, which is produced in the United States, has been subject to calls for a boycott because it is made in a joint venture between PepsiCo and the Strauss Group, an Israeli food company that has provided financial support to the Israel Defense Forces’ elite Golani Brigade.
While the brand responded to the plug by playing along on Twitter, advocates of the boycott campaign expressed their disappointment on the social network during the broadcast.
Source: www.nytimes.com