The world is divided into two: those who fly on Ilan Peled, and those who have no idea who he is but know Static. Although the first group also includes those who are tired of Peled’s constant shtick, but they are few. In any case, few enough for Partner to decide to add “Miri Pascal version 2023” to its new fiber optic campaign.
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As with the competitor Cellcom, here too it is a singing advertisement, but at least this time one that is based on a contemporary song (“Dubshaniye” by Shahar Saul, Agam Bohbut and Nowruz), which fits the concept. With catchy words and references such as “Sixties”, “Cat” and “To whom you advertise and then does not come” (a sting to the competitors), Peled steals the show for Static, and as in almost every commercial in which he has appeared to date, the commercialism does not harm the enjoyment of the viewers.
The ad takes first place in terms of recall, knocking out Discount’s ad – after 12 consecutive weeks – which drops to third place. In terms of sympathy, it is in second place, by a tiny margin from Shufersel’s ad that gets the premiere (18.3% compared to 18.8%). According to data from Yifat Advertising Control, Partner’s advertisement is also the most invested this week, with NIS 1.5 million.
It seems that the head-to-head battle is good for competitor Cellcom, and for the new commercial starring Ran Denker, which this week ranks second in terms of recall. The singing advertisement, which is also promoted by Fiber Internet, is based on the song I got life from the movie “Hair”, and raises the question of what the flower children would think of the commercial adaptation.
As part of the new campaign with Assi Israeloff, Tnuva appeared in a new “educational” video on the occasion of Family Day, in which he struggles to beat his daughter Jordana in a game of land and city (“Professional in high school: carpentry”). As is the best of the genre, the advertisement includes a direct appeal to viewers by an expert, who implores parents to have one-on-one time with their children, and “gives up” commercial promotion of a specific product. The ad only ranks eighth in recall, but fourth in sympathy.
Assi Israeloff in the Tnuva campaign / photo: screenshot
The most minimalist ad this week belongs to Libra, which maintains the yellow line where Tomer Capon urges people to believe in digital insurance. This time it’s about pet insurance, where Mitzi turns out to be a huge dog, and the ad comes in ninth place in recall and last in sympathy – a minimalistic achievement.
Invest more
The investment in advertising is increasing, from NIS 28 million last week to only NIS 30.8 million.
the most loved
Glickman Shamir Samsonov and McCann Tel Aviv are responsible for the three most popular advertisements. The two firms are also the only ones to launch three advertisements for ranking.