Less than a month ago, Mizrahi Tefahot Bank came up with a new campaign, which indirectly stung Bank Hapoalim. Dvir Bendek, reinforced by confectioner Or Spitz, approached the owners and business owners with a new interpretation of Miri Mesika’s song, “Now you’re back.”
It took viewers a while to connect to the creative line, but this week the two (and the bank) finally managed to screw up at the top of the remembered commercials rankings. But as early as next week, the bank will launch a new campaign with a new co-presenter (see Events and Subscriptions page), which will focus on the field of deposits – and will try to achieve similar results.
In the two advertisements that appear in the second and third place in the memorial ranking, there are two advertisements that are not new or unusual – Tornado and Discount – so the reason is probably the viewers’ “connection” to presenter Rotem Sela.
This week’s most beloved commercial belongs to Lahot and Zina, the coach of the artistic gymnastics team (Shalom Michaelshvili, who manages to be funny from start to finish), through Gitam BBDO. The ad, which already topped the favorites chart last month, is recording 22.1% sympathy this time around.
The Phoenix company decided to change the advertising language, and through No no no no no yes, they launched a new campaign this week, starring the comic book couple Maya and Yehuda Dvir. The two created frames from their lives in favor of the campaign promoting the Phoenix Smart, and the animation house Pitchfork animated them to 3D. The insurance company’s regular presenter for the past five years, Dror Keren, accompanies the amusing advertisement with the narrator’s voice.
The Dvir couple say that the company gave them “creative freedom to produce our content as it is, which led to an authentic and relevant result for the Israeli audience. We set out to document situations from our daily lives, just like the language we present to our followers for over five years on a weekly basis.” .
The two are responsible for the comic book series “One of Those Days”, which won the content award for the most creative creators in the INFLOW Global awards competition, and they have more than 9 million followers on the various digital platforms. At the moment this figure is not yet proving itself, perhaps because the advertisement only came up in the middle of the week: The Phoenix is in seventh place in both memory and sympathy. By the way, the two are already working on two more advertisements in the campaign, with the company’s stated goal being to come up every month with a new advertisement.
Shalom Michaelshvili in the Hot / Photo Campaign: PR
According to data from Yifat Advertising Control, Isrotel’s campaign – which stars its hotels around the country – is the most invested this week with an investment of about NIS 1 million. However, the network fails to screw up in the rankings.
Invest less
Investment in television is recording a significant drop this week: from NIS 38 million last week to NIS 26.5 million this week.
Adult insurance
The sympathy for the commercials of the Phoenix and Libra insurance companies increases with the sympathy in age.
Like Xena
Hot’s advertisement garnered high sympathy among 35-55 year olds.