A digital advertisement declaring "Jesus is Palestinian" has sparked controversy after appearing in New York's Times Square during the Christmas period.
The billboard, which displays the provocative statement in bold black text against a bright green backdrop alongside a "Merry Christmas" greeting, was funded by the American-Arab Anti-Discrimination Committee.
Holiday visitors to the bustling Midtown location responded with swift criticism after the advertisement went up last week.
The ADC, an Arab American non-profit organisation, has been rotating various messages on rented advertising space in Times Square since earlier this year, with this particular display timed to coincide with the peak festive season in one of the world's most visited locations.
Sam Kept, an English tourist visiting New York, described the message as divisive and poorly timed given current global tensions.
"It's quite a divisive message, if you're pro-Palestinian, you'd find it OK," he told The New York Post on Christmas Eve.
"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?" she remarked.
The message has sparked controversy among locals and tourists in New York City
|ADC
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.
Adeb Ayoub, the ADC's national executive director, defended the campaign as an effort to foster dialogue between communities during New York City's busiest period.
"There's a lot more similarities between Arabs and Muslims and Christians in this country than others want to allow us to believe," he told The Post.
Mr Ayoub emphasised that Christianity originated in Palestine and argued the billboard had achieved its aim of generating conversation.
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Times Square is an iconic landmark in New York
| GETTY"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 organisation disputed Jesus's Jewish identity, Mr Ayoub responded that the matter was "up for interpretation" and that "Jesus lives within all of us."
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."
An anti-Donald Trump message also flashed up at Times Square
|ADC
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," he said.
The ADC has since unveiled a new billboard stating "Jesus would say 'tear down that wall,'" in an apparent reference to Donald Trump's border wall with Mexico.
Mr Ayoub confirmed another advertisement would appear for New Year's Eve celebrations.
Times Square is also featuring a festive theme
|GETTY
Despite defending the controversial poster, critics point out Jesus was born in Bethlehem, attended synagogue on Shabbat and celebrated Passover in Jerusalem.
They also add that the term Palestine did not exist during Jesus’s lifetime, with the name only being introduced after Rome crushed the Jewish revolt of 135 CE.
Addressing similar comments last year, the Campaign Against Antisemitism said: “A quick historical note: ‘Maryam’ (Mary) was a Jewish woman from Judea, under Roman rule.
“The region wasn’t called ‘Palestine’ until 100 years later when the Judeans (Jews) were exiled and Emperor Hadrian renamed it Syria Palaestina after the Bar Kokhba Revolt to try to sever the Jewish connection to the land.
“A lot of people over the millennia since have believed his propaganda. While Mary’s family fled to Egypt to escape King Herod’s persecution, calling her a ‘Palestinian refugee’ not only imposes modern terminology on ancient history, but completely eradicates her Jewish identity.
Jesus was born in Bethlehem, attended synagogue on Shabbat and celebrated Passover in Jerusalem
|GETTY
“It’s historical nonsense, with an agenda. If you want to honour her story, tell it properly.”
However, critics claim Jesus was a Palestinian Jew who spoke Aramaic, a language in the same family as Hebrew and Arabic.
They also claim that the Son of God came from the same prophetic tradition as Prophets Moses and Mohammad.
The same school of thought even dismiss depictions of Jesus as a blonde-haired, blue-eyed white man as outlandish.