Pubdate: Wed, 04 Jan 2006
Source: New Zealand Herald (New Zealand)
Copyright: 2006 New Zealand Herald
Contact:  http://www.nzherald.co.nz/
Details: http://www.mapinc.org/media/300
Author: Angus McDowall, The Independent (UK)
Bookmark: http://www.mapinc.org/mdma.htm (Ecstasy)

SECTS, DRUGS AND ROCK AND ROLL

TEHRAN - A series of computer-animated adverts is reviving the image 
of Iran's police force and warning the huge population of young 
people about the dangers of anti-social behaviour.

The adverts started four years ago, concentrating on driving 
offences, but with new ones covering drugs, loud music and 
neighbourhood watch, they have acquired a cult following.

They are so popular that T-shirts and posters with the faces of 
prominent characters are being sold in Tehran's bazaar, and a series 
of toys have been planned.

With satirical takes on trendy young men experimenting with Ecstasy 
pills and low-life robbers casing a house, the humorous adverts have 
become a must-see for viewers more used to dour religious sermons.

One pair of buffoons who feature prominently drive around pumping 
dance music from their small silver Peugeot, the wheels of choice for 
young middle-class Tehranis.

Their fashionably-trimmed sideburns, goatee beards and use of slang 
make them instantly recognisable.

At a party one takes Ecstasy and collapses. He ends up on a stretcher 
while his friend sits next to him wailing: "What will I tell your mother?"

Ecstasy use has risen in Iran, which already suffers from widespread 
heroin addiction. During the recent election, many people said they 
thought drug use among the young was one of the main problems the new 
Government had to address.

The adverts pay tribute to popular films too. In one, a man faces 
down two villains. A phone to his ear, the theme tune to The Good, 
the Bad, and the Ugly makes him a hero by calling the police.

President Mahmoud Ahmadinejad recently demanded the end of "decadent" 
Western music being played by state broadcasters.

But these cartoons and other programmes show that the regime 
understands the limitations of fighting a cultural battle against 
what it calls "Westoxification".

At the end of each advert, a handsome policeman turns to the camera 
and gives a pep talk. His clean-cut image is in line with that 
promoted by police chief Mohammed Baqer Qalibaf.

Creator Bahram Azimi says the police wanted him to show realistic, 
bad-mouthed characters, but he sometimes needed to convince them to go further.

"They didn't really like our use of pop music at first, but we 
persuaded them that you needed that kind of music in the adverts or 
they would seem phoney."

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