An Israeli cell phone ad that uses the towering concrete separation wall cutting through the West Bank as a focal point has angered Palestinian activists who have demanded that the company stop showing the commercial.

The ad, featuring Israeli soldiers on patrol who end up playing soccer with unseen Palestinians on the other side of the wall, is now generating a growing series of responses.

In the original Cellcom ad, the announcer says: "After all what are we all after? Just a little fun."

But critics noted that the wall is no amusing backdrop.

Over the weekend, demonstrators at a volatile weekly protest against the wall brought a soccer ball to kick over the barbed wire towards the soldiers.

As might be expected, the soldiers did not gather around and kick the ball back. In fact, the soccer ball ends up sitting amid the barbed wire as soldiers fire tear gas at the activists.

The original ad is also drawing a tart response from Israeli filmmakers who say the ad company stole their 2007 idea, which featured a group of Israelis trying to play volleyball with unseen Palestinians on the other side of the wall. The volleyball gag was posted on YouTube:

The Axis Mundi blog at Reuters also noted that the idea of playing soccer over the wall was featured in this World Cup ad earlier this year:

The have been several other alternative takes on the ad. This one shows the Israeli soldiers hitting a bound demonstrator with the soccer ball: