It seems that the most profitable investment of the year belongs to the Discount Bank, which, during a great uproar, caused the presenter Rotem Sela to move exclusively to it, for a high annual salary estimated at NIS 2 million. sinceIf the commercials for the bank star (via Adler Chomsky and Rashevsky), they lead almost every week in the ranking of memorable and beloved commercials.
This week is also the most remembered advertisement, with a recall rate of 26.7% – much higher than the six-monthly average, which stands at 12%. This time Sela is joined by soccer player Manor Solomon, who is currently injured, but even if he was fully fit – the joke about the Israeli national team’s arrival at the World Cup would have been relevant. According to data from Yifat Advertising Control, this is also the most invested advertisement of the week, with approximately NIS 1.5 million.
Unlike previous years, the food chains are content with relatively modest campaigns for Rosh Hashanah, and thus most of them remain out of the ranking. This is with the exception of Shufersal and Ruthie Russo, who are in it for the second week in a row (ninth place in memory, with 3.4%).
On the other hand, the financial entities continue to have a strong presence on the air, and also occupy 6 places in the table this week. In second place in terms of recall is Bank Leumi, which offers a financial safety project for the elderly through a connection between Gal Toran and Tzipi Shavit (eh, Glinka?). At first viewing, the ad seems less catchy than the comeback ad for the screen with Nuno’s song, but Shavit is an energy bomb, so the level of sympathy is also relatively high (11.8%, third place).
Gal Toran in the campaign for Laumi / Photo: Yeh’ach
Bank Hapoalim’s advertisement (through Gitam BBDO) with Marko “joining” Amos Tamm is the most popular with 25.6% – and this despite the fact that it is mainly the “tail of the campaign” and a low financial investment.
Amos Tamam in the Hapoalim campaign / photo: screenshot
Among the advertisements that did not enter the ranking, it is interesting to note that of Ofer Malls, in which Yuval Sharaf presents an adaptation of Anna Zak’s “Go to Sleep” with the phrase “David Moshe, what have you lost” – a strange choice after Mizrahi Tefahot Bank only recently used the song in its advertisement.
Another ad that caused bewilderment this week belongs to Urbanika, which chose to place Statik and Ben El Kami who are supposedly shooting at each other, as part of a sale on women’s shoes. A few months ago, when the two were still a duo, they participated in a network campaign created by Mickey Turgeman and characterized by a young and attractive vibe. Now, after the breakup, it seems that someone was looking for a creative that testifies to the “war” they entered. How does it contribute to the brand? Not clear at all.
The holidays have no effect
The investment in advertising remains static despite the holidays, and stands at NIS 40 million
three leads
McCann Tel entered the ranking with three advertisements, Gitam BBDO and Adler Chomsky Warshevsky with two each
The adults are not excited
Although Bank Leumi’s campaign is aimed at the third age, and Tzipi is joining Gal Toran, there was no special sympathy for the advertisement among those 55 and older