A prominent digital billboard in Times Square proclaiming “Jesus is Palestinian” has become the centre of a fresh controversy in the United States, particularly during the Christmas period when the area sees peak tourist footfall. The display, sponsored by the American-Arab Anti-Discrimination Committee (ADC), features the slogan in bold black letters set against a green background, accompanied by a separate panel wishing passersby a “Merry Christmas.”
The message immediately drew attention from holiday-goers, with many stopping to photograph the billboard, while others expressed discomfort over its tone and timing.
Several visitors interviewed by the New York Post described the billboard as “divisive” and “inflammatory,” especially given its placement during Christmas celebrations. Some British tourists questioned the appropriateness of introducing politically charged messaging into a religious holiday context.
Others argued that Jesus Christ is revered across cultures and continents, making attempts to ascribe a modern national or ethnic identity unnecessary and potentially misleading. “Jesus is a universal figure, not someone who belongs to one nation,” one visitor was quoted as saying.
The billboard also triggered a wave of reactions on social media, where opinions were sharply divided. One user on X described the message as “beautiful and thought-provoking,” praising it for challenging conventional narratives.
Another user reacted with visible confusion, writing simply, “Wait what?” while a third commented that the display was “surprising considering this is America,” reflecting broader discomfort among some viewers with overt political messaging in such a prominent public space.
Responding to the backlash, ADC National Executive Director Adeb Ayoub said the organisation has been leasing advertising space in Times Square since the beginning of the year and regularly refreshes its messaging on a weekly basis.
Ayoub said the campaign was designed to spark conversation and encourage reflection on shared religious and cultural heritage, particularly among Christians, Muslims, and Arab Americans.
“Times Square is one of the most visible public spaces in the world. Our intention is to invite dialogue, not shut it down,” Ayoub said, adding that the holiday season was chosen due to the massive public presence in the area.
Ayoub described the campaign as part of a broader effort to counter what ADC views as the marginalisation of Arab and Muslim voices in the United States. According to him, public messaging in high-visibility spaces is a way to ensure these perspectives are not excluded from mainstream discourse.
On the question of Jesus’ identity, Ayoub said the phrasing was deliberately open-ended and inclusive. He argued that religious and historical interpretations vary and that individuals and communities are entitled to express their own understanding.
Following the controversy, ADC replaced the “Jesus is Palestinian” message with a new display quoting former US President Ronald Reagan: “Jesus would say: ‘tear down this wall.’” The quote is widely interpreted as referencing both the Berlin Wall and the Israeli security barrier.
Ayoub said the updated message continues the organisation’s thematic focus on faith, justice, and political symbolism.
ADC has indicated that additional billboard messages are planned for New Year’s Eve, signalling the organisation’s intent to maintain a visible and provocative presence in Times Square.
