The bullet mistakenly came out of the gun

Jack Shenker

Two years ago, the Egyptian tourism ministry released a 90-second video as part of its $68 million partnership with the global advertising giant JWT. Accompanied by soaring violins and pounding drums, it whisks viewers past images of opulent swimming pools, quad-bike races in the desert, campfires presided over by smiling, crinkled Bedouins. No one speaks. ‘This is our story, our drama, our theatre, our poetry, our choreography,’ the on-screen captions announce. ‘This is Egypt.’

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