Kiwi Juicy
The days are pre-Channel 2 days. The first channel, as I recall, was public and did not allow net commercial advertising. What was it? Service broadcasts – advertisements that did not come from commercial companies, but from bodies such as the Fruit Council or the Association for the War on Cancer. Thus, the advertising agencies that until then had focused mainly on the written press and film commercials, began working for the first time on television – all in preparation for the real thing, which would burst into life (and our lives) on November 4, 1993. And the troubled mustache of the father of the family. The message that remains with us – eating this kiwi is scary.
There are Maccabi, there are friends
Another developmental stage on the way of the commercials to the precious era that culminated in the nineties. Strong commercials, full of color, invested sets – this is the spirit of the time. And it was born with the memorable song, written by Shmulik Neufeld, and produced the slogan that later became a popular headline in the sports sections.
Castro’s coat
Apparently there is no more influential advertisement. In 1994, the commercial Channel 2 was only in its infancy. Israeli society has not yet fully internalized its transformation, and was born in those 30 seconds: those in which the two prominent models of the period, Lior Miller on the one hand and Yael Abkasis on the other, star in a duel of opening coats – which caused a storm. This is the first time that sexuality has come to our television (albeit in a very implicit way), breaking the boundary of fake “statehood” on screen. In retrospect, 28 years later, it seems very innocent; But then, the question “what did she have under her coat” was a more fateful question than “who gave the instruction.” Everything from this commercial then galloped forward: Miller, Abacus, the Castro brand and even the song in the background – “Creep” by the band Radiohead (in this specific commercial, performed by Jeremy Kaplan), then quite anonymous, which made it a hit in Israel even before it became a huge international name. There is no history of it.
Smart in the sun
Did we talk about service broadcasts? So here’s an even more sophisticated service broadcast. These were the heyday of the children’s channel, the period when we all grew up around the team that was built there in the mid-90s. And the power of the children’s channel also attracted explanatory bodies such as the Association for the War on Cancer, which tried to combat the phenomenon of unprotected exposure to the sun. What to do? Write a catchy song, bring the hot rock artists of the period (from Rami Fortis to Maor Cohen, who appears in this broadcast) – and convey the message in the most effective way possible. It is impossible to imagine the girls of the nineties without remembering this jingle.
Milk in space
In September 1995, journalist Ronel Fischer (oh, here is a trustworthy figure) revealed in the Maariv affair the silicone affair in milk: he suspected that Tnuva laboratories had added a froth-preventing chemical to the resistant milk, which was suspected of being a carcinogen. It ended in a lawsuit in court, a conviction, a fine of 28,000 shekels – but the strongest result was, of course, the image damage. But then “Tnuva” decided to respond in a big way: two years after the affair broke out, it uploaded this advertisement – which sent the durable Israeli milk to the Russian space shuttle “Mir”. It was an event that no child from the 1990s will forget, including people gathered in front of the screen to watch an advertisement. The advertisement, which cost half a million NIS, changed the atmosphere around “Tnuva”, and today the silicon affair in milk has been forgotten and Ronel Fischer has bigger problems.
Hello Mr. How Do You Do Do
Even in the 1990s there was a feeling that Israeli politics was more divided than ever (well, in the specific 1990s this was also a justified feeling). This is what gave rise to Bezeq’s “on the one hand talk – on the other hand listen” campaign. The idea is so simple as genius: to take the people who are at the biggest ends (for example, Shlomo Benizri of Shas and Dedi Zucker of Meretz) and connect them to one commercial in which they will dance and sing. Of nonsense – with some of the most serious people in the country, at least at that time.Don’t miss the romantic tango between the two hot chilblains of the time: Avi Ratzon and Israel national team coach Shlomo Sharaf.
Ninet and baldness
You can invest in an advertisement as much as you want, but there is no better advertisement than one that becomes an item in its own right. One that crosses the line of commercial cessation, and becomes something that is dealt with in the real world. In 2007, this is exactly what happened – Pelephone tried to market the LCD TV it gives as a gift, and along the way also took the great celeb of the period – Ninet Tayeb – and made her shave her head. It was a much bigger talk than the commercial itself, which of course helped the cell phone, helped Lenin, and mostly put us in a moment we will never forget.
Yes, James Gandolfini
Towards the turn of the millennium, the satellite company was undoubtedly a pioneer in the field of advertising: it was the one that invested much more than its competitors, and this was evident in an unprecedented, well-produced show that pushed television broadcasts. It was an attempt to stand out, among other things also by bringing in talents that would not be seen advertising any other brand. For example, the late James Gandolfini, aka Tony Soprano, who publishes the short-lived “Yes Oh” channel. Eventually the great Julia Louis Dreyfus was there too, but even when the stars are Noa Kirl or, by contrast, Hava Alberstein, Yes has established itself to this day as a leader in the advertising genre – and that was the moment it started to happen.
Bezeq and Omar Adam
Sometimes, advertisements best illustrate the spirit of the period. If it used to be hard to imagine an Oriental singer leading a campaign of a large company, this Bezeq advertisement certainly expressed the years in which it erupted. The combination of the song from the musical “Otz Li Gutz Li” (Israeli classic), Gidi Gov (another Israeli classic) as the senior talent – who appears here almost as a sidekick, and all turn the stage to the big star of the period: Omar Adam (and the required subtext: the new Israeli classic), Which introduces an oriental and fun version of the old song. Another example of something that broke the boundaries of advertising, and even played from cars – and all this to advertise a home WIFI system. Good morning, good morning Israel.
Noa Kirl says goodbye… on TV
What happens when an advertisement manages to respond to current events? Here’s the story of Noa Kirl, who broke up with Margi with great fanfare, and also created a cute and sarcastic commercial that makes a round about the whole story. Through the attempt to market a “personal viewing profile” – where you can say goodbye to your partner, if only the way you watch TV, they managed to bring a refreshing take and also put a little into the fresh ex. This time, too, it’s an advertisement that has become a bigger story than its product, and along the way has helped all parties involved (well, except for Malragi).