Sects, drugs and rock and roll

TEHRAN - A series of computer-animated adverts is reviving the image of Iran's police force and warning the huge population of young people about the dangers of anti-social behaviour.

The adverts started four years ago, concentrating on driving offences, but with new ones covering drugs, loud music and neighbourhood watch, they have acquired a cult following.

They are so popular that T-shirts and posters with the faces of prominent characters are being sold in Tehran's bazaar, and a series of toys have been planned.

With satirical takes on trendy young men experimenting with Ecstasy pills and low-life robbers casing a house, the humorous adverts have become a must-see for viewers more used to dour religious sermons.

One pair of buffoons who feature prominently drive around pumping dance music from their small silver Peugeot, the wheels of choice for young middle-class Tehranis.

Their fashionably-trimmed sideburns, goatee beards and use of slang make them instantly recognisable.

At a party one takes Ecstasy and collapses. He ends up on a stretcher while his friend sits next to him wailing: "What will I tell your mother?"

Ecstasy use has risen in Iran, which already suffers from widespread heroin addiction. During the recent election, many people said they thought drug use among the young was one of the main problems the new Government had to address.

The adverts pay tribute to popular films too. In one, a man faces down two villains. A phone to his ear, the theme tune to The Good, the Bad, and the Ugly makes him a hero by calling the police.

President Mahmoud Ahmadinejad recently demanded the end of "decadent" Western music being played by state broadcasters.

But these cartoons and other programmes show that the regime understands the limitations of fighting a cultural battle against what it calls "Westoxification".

At the end of each advert, a handsome policeman turns to the camera and gives a pep talk. His clean-cut image is in line with that promoted by police chief Mohammed Baqer Qalibaf.

Creator Bahram Azimi says the police wanted him to show realistic, bad-mouthed characters, but he sometimes needed to convince them to go further.

"They didn't really like our use of pop music at first, but we persuaded them that you needed that kind of music in the adverts or they would seem phoney."

- INDEPENDENT