January 24, 2014
(RNS) Viewers watching the American Football Conference championship game between the Denver Broncos and New England Patriots earlier this month may have seen a Best Buy commercial for a Sharp 60-inch television that seemed ordinary, but in one way was extraordinary.
The ad shows a young, clean-shaven salesman named Mustafa talking about the television, advising customers and relaxing at home watching movies and football with his friends.
“I’m never going to get these guys out of here,” he jokes to his girlfriend at the end.
While the commercial never identifies Mustafa as a Muslim, many might assume that given his name, a diminutive for Muhammad. For viewers used to seeing negative images of Muslims on television, the commercial was a rare exception.
“He has all the right stuff,” said Timothy de Waal Malefyt, a longtime advertising executive who now teaches at Fordham University in New York. “He has a girlfriend. He has Anglo friends. And he’s watching ‘Despicable Me’ and football. It’s very American.”
Muslims in commercials are still rare, but that could be changing as the acceptance of Muslims accelerates across America.
The Best Buy commercial, scheduled to run through Feb. 1, sparked a flurry of Twitter chatter after it debuted.
Best Buy spokesman Jeffrey Shelman said the ad featured actual Best Buy employees, chosen based on their tech knowledge and on-camera performance. As for Mustafa, he works one day a week at Best Buy’s El Segundo, Calif., store.