The abolition of the tax on sugary drinks, which will come into force within daysThe previous one was one of the flags waved by the current Minister of Finance, Bezalel Smotrich, when he took office. In January the annulment order was published, in February a meeting of the coalition leaders was held where it was decided to support the move, and not much has happened since then.
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The bar office decided on this backgroundI would like to take an interesting initiative, and bring back to the air the campaign that explains how unhealthy this drinking is. The year is 2035, and a group of children with a guide are walking around a museum where they are exposed to the strange way humans behaved in the past. Unlike the previous round, about six months ago, the advertisement does not rank well, but the message is clear.
Ministry of Health campaign / photo: screenshot
The sweet taste did enter the ranking through the advertisement of Strauss-Alit – which also returned to the air in the second round. Let’s recall that the advertisement shows the joy of customers waiting to enter the company’s sweets store, after which they returned to the shelves after a long absence – following the recall affair that happened last year. The ad ranks sixth in both recall and sympathy.
Interest, inflation, mortgages and instability in the economy seep into the ad break, with half of the rating belonging to the financial sector. Insurance 9 and Audi Kagan’s ad is the most loved this week (“I do insurance for young people”, “such a chomochuro”), and Discount’s ad is the most memorable. According to data from Yifaat Advertising Control, it is also the most invested this week, with NIS 1.2 million.
The food retailers usually come up with campaigns for Passover, but one of them was ahead this year. This is Shufersal, which for the last three months has been on the air almost constantly with a series of advertisements built on the identification of viewers who still shop in physical branches (an interesting move for the strongest online player in the industry). The feeling of identification, along with the continuous presence, help to strengthen the relationship with the viewers, and the new advertisement ranks seventh in recall, and third in sympathy.
Avi Dangor in the Shufersal campaign / photo: screenshot
Next to all of these stands out the advertisement of ORA, a car brand that was not known to the Israeli public until now. Thanks to an elaborate and colorful advertisement with many camera angles, and especially thanks to the local connection – the presenter, the song, the situations – it takes eighth place in recall and fifth in sympathy.
The favorite offices
Glickman Shamir Samsonov, Makan Tel Aviv and Gitam BBDO are responsible for this week’s most loved advertisements: Insurance 9, El Al and Shufersal.
Invest less
The investment in advertising decreases, from NIS 36.1 million last week, to NIS 31.8 million this week.