After a successful series of commercials in which Bezeq’s presenter, Gidi Gov, collaborated with the stars of “Kopa Rastah”, the company decided to change its line and focus on young people – and more precisely, back to the school year. In a play on words between store and story, Gov offers teenagers who have hacked their computer or smartphone to enter the bazastore and find a new product. According to data from Yifat Advertising Control, this is the most invested advertisement of the week, with approximately NIS 865,000 – and it ranks fifth in the recall index.
Gidi Goss in the Bezeq Store campaign / photo: screenshot
In Strauss’s Danone, they make sure to have a relatively regular presence on the air with the regular presenters Noa Koller and Uri Lazerovich, who are joined by various characters. In the current advertisement (through Bowman Bar Rivnai) it is the confectioner and chef Estella Moshkovich-Belfer, who is known to the general public mainly thanks to the reality show Bake of Israel that was broadcast on Keshet 12.
Cooperation comes first All professional, with two new flavors developed by Estella for the company, while in the campaign she demonstrates the tough character that viewers know from Bake Off. The toughness works, and it’s the most loved ad this week (21.3%). According to Eli Meshulam, VP of Geocartography, “the Danone campaign’s approval ratings are higher than the six-month average, and it is more popular with women than men (27% vs. 14%, respectively).”
After being absent from the screen in recent times, Bank Leumi decided to line up with the other big banks – Discount, Mizrahi Tefahot and recently Hapoalim – and came up with the campaign “Where are you? You are here” starring the regular presenter, Gal Toran. The advertisement (through McCann Tel Aviv) focuses on a topic perceived as the most essential by the customers – the service – and the bank offers a solution that is both digital and human. In the meantime, the advertisement does not fit in the index (even those operating outside), but it will be interesting to follow its performance in the future.
The Haynes air conditioner campaign / photo: screenshot
Last week, the delivery company Walt made headlines following the Regional Labor Court’s decision to authorize its couriers to file a class action lawsuit against it calling for them to be recognized as employees. This week the company tried to put the delivery service from the new supermarket that it offers in the center of public consciousness – however the entertaining campaign remained outside the index.
didn’t move
The Discount Bank commercial, starring Rotem Sela, leads the index of memorable commercials for the sixth week in a row.
Returning to invest
The investment in advertising increases this week from NIS 23 million to only NIS 27 million.
two triples
Adler Chomsky and Makan Tel Aviv screw up in the ranking with 3 advertisements for each office.