The internet is largely a global space. Even considering irregularities in hardware and software, coupled with regional variations in access to certain content, one must assume that anything online can be experienced across the globe. This can create unexpected consequences when content meant for a local audience attracts the attention of those beyond that region. A parody-filled reaction to an Israeli cell phone commercial about soccer and the separation wall is a case in point.

Israeli cell phone provider Cellcom aired a television commercial in early July, which inadvertently highlighted the continued strife surrounding the separation wall between Israel and Palestine. It shows Israeli troops encountering a soccer ball from the opposing side of the separation wall. The troops return the ball, only to have unseen Palestinians immediately kick it back. They then engage in a soccer game as cheerful music plays in the background. The ad ends with the punch line “After all, what are we all after? Just a little fun.” Their attempt to provide an aspirational message of cooperation struck audiences as demeaning and out of touch.

Complaints from a Facebook group (called “I too got nauseous watching the new Cellcom ad”) amplified Israelis’ objections to the ad and created a global audience for the resulting viral video spoofs. Like many of the initial blog post reactions, the group, which attracted some 2,400 members, is in Hebrew. The reactions caught the attention of international news organizations like the BBC, and the commercial was reposted with articles in English on news sites for audiences outside the Middle East. While the Facebook group calls for the ad to be removed from broadcast, the publicity meant it was seen by an even wider audience. Cellcom apparently responded to upset viewers with an email stating their aim was to convey a positive message about cooperation and harmony.

The international attention prompted viral video spoofs of the commercial. One of the most widely circulated shows Palestinians kicking a soccer ball over a barbed wire portion of the fence. The Israeli soldiers throw back tear gas.

A traditional marketing message was not checked against the political reality it was being projected on. By voicing their concerns via the internet, local audiences upset by the ad resonated with a global audience. Cellcom’s meek emails seem old school when compared to the viral videos still making tracks across the internet, only furthering the impression made by the commercials that Cellcom is a politically and socially tone deaf communications company.

It is extremely difficult to control messaging on the internet. That’s why marketers must become better conversationalists. In a digital media environment that is global and participatory by default, engaging the consumers in a dialogue around content and products is the best strategy for maintaining leverage over a brand. That said, it’s impossible to anticipate what audiences globally your message will strike the wrong cord with. If you were in the position of Cellcom, how would you respond to the unanticipated global response?