2024-04-06 18:35:00
Gidi Gov and Adi Ashkenazi (screenshot photo) For 15 years Bezeq campaign was identified with Gidi Gov. The legendary singer and actor became the permanent presenter and face of the company in countless humorous and entertaining as well as musical campaigns, such as the hit “Good Morning” with Omer Adam, “At the Aunt and Uncle” by Noa Kirel and Agam Bohbot, and also “Small Bag” by Ness and Stila. But recently there was a change and Bezeq decided to replace Gidi Gov (73) with the comedian and actress Adi Ashkenazi (49), who is currently starring in a campaign with the slogan “Everyone is already in fiber and only you destroy”. In a sort of overlapping ceremony between the presenters, the Adler Chomsky advertising agency shone at the end of January with the “Bezek Connects Their Power” campaign, in which Gov officially parted ways with the viewers and the company and overlapped with Adi Ashkenazi.
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In an interview with Yedioth Ahronoth’s Mammon supplement, the outgoing CEO of Bezeq, Ran Goraon, revealed the considerations behind parting with Gidi Gov, whom, according to him, he had never met in all his years at Bezeq. According to Goraon, after the privatization of Bezeq at the time, Gidi Gov donated a relevant line to the company And Raan: “Gidi brought us the playful line of Beehive, of ‘Gidi and Aharoni’, of the funny and the cynical – what they didn’t expect at the time from Bezeq. Society has changed, and after 15 years every brand needs to refresh itself. this is life. The choice of Adi Ashkenazi is already an appeal to another generation, and she is a woman, and that is also important.”
As a reminder, Bezeq’s new campaign starring Ashkenazi includes about 100 extras, and presents a variety of situations in which even those already connected to fiber “suffer” because of those who are not connected – in work meetings, video calls with relatives and gaming.
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