Dana International and Noa Kirel (Photo by Alex Negulescu)
yes will launch a new campaign tonight (Wednesday) on the occasion of the launch of yes+FIBER, the combination of yes’s television and the fiber internet, under the concept – no matter what happens, yes+FIBER is already a victory! The new campaign stars the presenter Noa Kirel, who is joined by Dana International, Yizhar Cohen, Kobi Marimi and Sarah’la Sharon.
In the commercial, Noa leaves the country on a musical journey and along the way meets Dana International and other stars who light her way. During the journey, Noa encounters the multitude of stars who sing together with her the song “We’ll Come” by Jordana Arzi, in a new arrangement and with new words, with each star warning Noa of a possible mishap that could happen to her, from their personal experience.
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Sharlah Sharon warns her against a low score or over-excitement, Dana International warns her against falling on stage, Marimi warns her against crying during the song and Yezhar Cohen warns her in the second language. Noa answers them that it doesn’t matter to her what happens later in her career, for her yes+FIBER is already the victory.
The campaign was filmed in Bucharest, in the cold of Romania, on local locations and in studios – accompanied by dozens of extras, musicians, and local dancers. The scenery of Romania was changed in the editing process and adapted to the advertisement, and the guest singers were incorporated as surprising characters in the track of Noa from Israel. Sarahla Sharon plays Noa’s shuttle driver, Dana International in the role of the decorated pilot, Kobi Marimi in the role of bell boy in the hotel, while Yizhar Cohen is the conductor of the orchestra in the big show.
The final scene of the commercial, which includes a performance of the stars together on a large stage, was filmed inside a huge hangar that includes huge screens that projected spectacular backdrops. Local orchestra players accompanied the playback with exciting music alongside dozens of dancers who created the atmosphere of a larger-than-life show.
Dror Bhatt, yes’s VP of Marketing said: “Unification on one stage of all the stars in the campaign, who are sheep and iron assets of Israeli music, is a rare and particularly exciting event. We are happy to expand the portfolio of solutions for the customer in order to upgrade the viewing and surfing experience.”
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