A new campaign launched by the Middle East lobbying group J Street uses the 2008 Beyoncé song "All the Single Ladies" to slam Israel and Prime Minister Benjamin Netanyahu.
The "Put a Border on it" campaign, which some pro-Israel insiders speculated was conceived by a summer intern, portrays Netanyahu as the party who is holding back peace negotiations with Palestinians.
It includes an ad with a cartoon of Netanyahu standing in between two women who resemble Beyoncé Knowles. The women are wearing leotards with maps of Israel and the Palestinian territories.
"If You Like it then You Should Put a Border on it," reads the ad--a play on the 2008 Beyoncé song line "if you like it then you should have put a ring on it." The song criticizes men who won’t commit to marriage and later regret it when their partners move on.
J Street also called on supporters to back the campaign by using the Twitter hashtag #borderonit and signing an online petition.
As of Monday afternoon, the campaign had generated mixed reviews on Twitter, with some mocking it and others criticizing it as sexist for its depiction of women.
"WTF kind of sexist campaign is @jstreetdotorg running with its @Borderonit ads?" tweeted user Uri Horesh.
Human rights lawyer Arsen Ostrovsky described it as J Street’s "lamest campaign yet."
Spokespersons for J Street and Beyoncé did not respond to requests for comment.