Story highlights Writers: Al Qaeda posting feel-good videos, holding ice cream eating contests, tugs of war

They say al Qaeda and affiliates want to win "hearts and minds," but the groups have failed

Writers: Al Qaeda fighters in Syria try sugar and spice tack, but in Iraq they kill civilians

New image will not win over people appalled by murder in the name of Islam, they say

An al Qaeda-produced video posted on a website in early July opens with uplifting images of smiling Syrian children and jovial old men listening to speeches delivered by al Qaeda militants

The video seems startlingly out of place on a website usually devoted to serious young men learning to fire machine guns, bloodshed and graphic images of civilian casualties purportedly caused by U.S. forces in Iraq and Afghanistan.

Instead, the video, featured on a site aligned with al Qaeda, shows a Jordanian member of al Qaeda's affiliate in Syria insisting that his group's poor image is just a myth propagated by Western media. He says: "The international channels try to twist the picture and portray the mujahedeen as bloodthirsty, as distanced from the people -- that they reject the people and don't love them." As the Jordanian militant speaks, young Syrian boys crowd around him.

Al Qaeda-affiliated fighters have set up "Advocacy Tents" in Syria's largest city, Aleppo, where the jihadists can "educate the people on our point of view."

Peter Bergen

In another apparent attempt to soften its image, al Qaeda members in Syria held something akin to a town fair. Another al Qaeda video produced in Syria surfaced online in July, this one showing an al Qaeda-organized ice cream-eating contest in Aleppo.

Around the same time, an Arabic-language news outlet, Aleppo News, published a video of a tug-of-war between members of the two al Qaeda-affiliated rebel groups fighting in Syria. In the video, crowds of young boys and older men cheer on the members of al Qaeda.

Al Qaeda and its regional franchises understand they need to try to win the "heart and minds" of the local population; something they have generally failed to do in the past and something that the leaders of these groups have come to understand is a major problem.

In documents recovered in Osama bin Laden's compound in Abbottabad, Pakistan, bin Laden and his top advisers privately criticized the brutal tactics of al Qaeda in Iraq, which had provoked a tribal uprising known as "the Sunni Awakening" that almost destroyed al Qaeda's Iraqi affiliate in 2006 and 2007.

JUST WATCHED Syrian photographer documents destruction Replay More Videos ... MUST WATCH Syrian photographer documents destruction 06:18

JUST WATCHED Report: al Qaeda missile manual found Replay More Videos ... MUST WATCH Report: al Qaeda missile manual found 03:22

Now, al Qaeda in Iraq and in neighboring Syria are experiencing a revival, a revival at least somewhat fueled by al Qaeda learning from some of the mistakes it made during the previous decade in Iraq.

This is significant because al Qaeda's Syrian affiliate, al Nusra, is widely considered to be the most effective rebel force fighting the Assad regime, and the group pledged allegiance to the leader of al Qaeda, Ayman al-Zawahiri, in April.

But videos of al Qaeda militants playing tug-of-war or joking with members of the local community are hardly signs of moderation.

Al Qaeda's Syrian branch releases lengthy and passionate sermons dedicated to denouncing Shi'a Muslims as apostates who should be killed.

And although some al Qaeda fighters in Syria might be engaging the public with ice cream, games and conversation, their colleagues in neighboring Iraq continue to launch bloody attacks on civilians.

In all likelihood, al Qaeda and its allied groups are doing too little, too late, in their quest to win the public's hearts and minds.

It will take a lot more than ice cream socials to undo that damage.