• American-Arab Anti-Discrimination Committee message appears on bright green billboard alongside “Merry Christmas” greeting
• British tourists describe display as “divisive” and “inflammatory” while supporters defend free speech
• ADC replaces billboard with Reagan quote: “Jesus would say ‘tear down this wall'”

NEW YORK, NY (TDR) — A new billboard declaring “Jesus is Palestinian. Merry Christmas” is lighting up New York City’s Times Square, sparking intense debate among holiday tourists and online commentators about religion, politics and the appropriateness of the controversial message during the Christmas season.

Funded by the American-Arab Anti-Discrimination Committee (ADC), the digital ad is designed to spark debate and conversations to “reclaim a fundamental truth” regarding Jesus’s birthplace, according to the ADC’s Instagram page. Bethlehem is located in the contested territory of the West Bank.

The billboard features the slogan in large black letters against a bright green background, with a separate panel wishing passersby a “Merry Christmas.” Its placement in one of the world’s most visited public spaces ensured immediate visibility during the height of the festive rush.

ADC Defends Message As Unifying

“As Gaza endures genocide, and the birthplace of Jesus is under siege and occupation, we reclaim a fundamental truth in the heart of Times Square. In a season of peace we speak to those who have been denied peace. Using these billboards, we: Reclaim the truth, honoring the Palestinian refugee born in Bethlehem; challenge the ongoing erasure of Palestinian identity, culture and rootedness to the land; highlight the reverence for Jesus in Islam, fostering interfaith understanding against forces that seek to divide us; and proudly assert our truth in the most visible public space, refusing silence.”

Freedom-Loving Beachwear by Red Beach Nation - Save 10% With Code RVM10

Abed Ayoub, National Executive Director of the ADC, told The New York Post the billboard’s underlying theme is one of unification and “America First.”

“There’s a lot more similarities between Arabs and Muslims and Christians in this country than others want to allow us to believe, and there are similarities and there is a fear of culture, shared religion. Most of the Americans in this country are Christian and the birthplace of Christianity is Palestine. If people wanna go back and forth and debate it, then great, the billboard sparked debate. At least you’re having a conversation about it. Otherwise, we’re silenced and our voices and positions don’t come out.”

When questioned about whether the organization disputed Jesus’s Jewish identity, Ayoub responded that the matter was “up for interpretation” and that “Jesus lives within all of us.”

CLICK HERE TO READ MORE FROM THE THE DUPREE REPORT

Ayoub said the ADC has been renting Times Square advertising space since early this year, rotating messages weekly. The campaign seeks to counter what ADC views as the sidelining of Arab and Muslim perspectives in the United States, particularly during Times Square’s highest footfall periods.

Tourists Condemn Billboard As Divisive

Several visitors described the message as inflammatory and poorly timed given current global tensions.

Sam Kept, an English tourist visiting New York, told The New York Post on Christmas Eve the display was divisive.

“It’s quite a divisive message, if you’re pro-Palestinian, you’d find it OK. It’s probably not a good time in the world to have that up. It’s inflammatory.”

His wife added that many people might consider the advertisement offensive, suggesting its primary purpose was to generate controversy.

“It’s trying to stir the pot, isn’t it?”

Another onlooker argued against the need to assign Jesus to any particular group, stating that he belongs “to everyone” and that being “specific” was unnecessary.

British tourists were among those who said the message could offend during a festive period meant to unite people. Several visitors quoted by the New York Post described the slogan as polarizing and unnecessary, arguing that Jesus is a universal religious figure rather than one defined by modern political or national identities.

Some Visitors Express Support

Despite the criticism, some visitors expressed support for the advertisement’s message.

Giovanni Napoli, a 32-year-old Italian tourist, said everyone was entitled to their own views, adding “There shouldn’t be an issue.”

French visitor Alain Balla offered a sympathetic perspective, noting the timing coincided with ongoing events in Palestine.

“They’re just trying to share a moment with their people who need to be helped. Jesus belongs to everyone. To me, Jesus is for everyone.”

Historical Context And Identity Debate

Jesus was born to a Jewish Judean mother during the Roman occupation of the region over 2,000 years ago. Bethlehem, traditionally identified as Jesus’s birthplace, is located in what is now the West Bank, controlled by Israel since the 1967 Six-Day War.

The term “Palestinian” as a national identity emerged in the 20th century, long after Jesus’s lifetime. Critics of the billboard argue the claim erases Jesus’s Jewish roots and central role in Christian theology as the Jewish Messiah.

The ADC’s display comes amid heightened tensions in the Middle East and increased global attention to the Israeli-Palestinian conflict, particularly following the October 2023 Hamas attack on Israel and subsequent Gaza conflict.

Billboard Replaced With Reagan Quote

The ADC has since replaced the original message with a new billboard quoting former U.S. President Ronald Reagan: “Jesus would say: ‘tear down this wall,'” a reference linking the Berlin Wall with the Israeli security barrier.

Ayoub said additional messages are expected around New Year’s Eve, reinforcing ADC’s intention to maintain a visible and discussion-driven presence in the iconic square.

Reactions online were equally mixed. Some social media users praised the billboard as meaningful and courageous, while others expressed confusion or questioned its placement in a public American landmark during the Christmas holiday.

When organizations use religious figures to advance political messaging in public spaces during sacred holidays, does the resulting debate serve interfaith understanding or deepen existing divisions?

Freedom-Loving Beachwear by Red Beach Nation - Save 10% With Code RVM10