Let’s start with the hard fact: the new advertisement by Partner and Static (via Makan Tel Aviv) works. More precisely, it is the most memorable and the most loved this week. But it is not clear enough. Is its message that you can also get Netflix with the same subscription? Is the message that friends Nijus and it is better to hide them from the house, and sit alone in front of the TV? And where is the triple here? You have to watch more than once to understand what the answer is.
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At the beginning of the commercial, the regular presenter Static gets up from the sofa, and tries to say goodbye to his producer Jordi, who actually prefers to stay for another game. Later, Static skips between lots of international series, and complains repeatedly about his friend who doesn’t know when to go home. A situation known to many, which is always unpleasant. Can’t watch series together?
And another question: Why did they even bring Jordi? Is it so that we know which side he is on after the separation of the successful duo of the last few years (on the side of the presenter, of course, not the other)? And why should the two who created so many successful songs use someone else’s song, however catchy? (Let’s Go Home by Sarit Hadad, written by Kobi Oz).
You can keep asking questions, but the bottom line is that the advertisement is polished, colorful and happy. If you take into account that she is also the most invested this week according to Yifaat advertising control data, with NIS 1.8 million, it is clear why she leads the table.
In front of all this effort, the simplicity of the advertisement of the competitor Partner stands out with Yehuda Levy and Noa Kirel, who offer iPhone14 with a trade-in offer. In accordance with what appears to be a (temporary?) lack of investment, the ad ranks only ninth in terms of recall.
Two advertisements receive a similar level of sympathy this week, placing in second place. Let’s start with Fox, which presents the winter collection with non-original creative (characters that are duplicated), but with four popular characters.
Fox’s winter collection campaign / photo: from the official campaign
The case of the Paz energy company is different: last week it went live with two campaigns, one for the convenience chain yellow (Hopa ez), and the other for its new charging stations – and it is also the one that is screwing up in the ranking this week. A giant yellow plush doll was chosen to lead the message that owning an electric car can be easier with Paz, and here even women and dogs think the doll is cute. Is this the differentiation from the competition? Of course not, but they are, as of now, staying out.
Paz Charge campaign / photo: from the official campaign
A jump in investment
The investment in advertising jumps, from NIS 26 million to NIS 34 million this week.
See you in threes
Also this week, Makan Tel Aviv is the only office that manages to put three advertisements in the ranking.
Waiting in the terminal
The Fox group was also on the air this week with a commercial for Terminal X, but it remains off the table for now.