Yellow Brand Returns to Israel's Top Advertisements Amid Bank Hapoalim's Continued Success

Globes, in collaboration with GeoCartography, has published its annual ranking of Israel's most memorable and beloved advertisements for over 25 years. This year, the ranking opens with a tribute to Professor Avi Degani, who passed away recently at age 88. Degani, a founder and president of GeoCartography, was a pioneer in Israeli market research and geographic information systems, instrumental in developing the "memorable and beloved" ad methodology.

The top-ranked advertisement this week is Bank Hapoalim's Junior campaign, which remains both highly remembered and favored, with a notable 31% positive sentiment. The campaign recently coincided with the opening of the Junior complex at Tel Aviv Port and included extensive outdoor advertising, reinforcing its presence in Israeli public consciousness.

In second place by popularity is the Yellow convenience store chain from Paz Group, returning to the rankings after a long absence. Yellow is promoting a special offer of a hot dog in a bun for 5 shekels, targeting app users to attract new customers. The ad features the song "Hop Hop" by Miki Gavrielov and has sparked public discussion despite some negative perceptions of the segment.

According to Yifat Advertising Control data, the largest advertising spender this week is the streaming platform free TV, investing about 7 million shekels in a lifetime fixed-price subscription campaign, mainly aired on Keshet 12, which owns the streaming company. The second and third largest advertisers are the Israel Electric Corporation (2.8 million shekels) and the Central Elections Committee (1.9 million shekels).

Overall advertising spending declined from 80 million shekels last week to 73 million this week. The top three favorite ads come from Gitam BBDO (Bank Hapoalim) and McCann Tel Aviv (Yellow and Play Card). Additionally, Tambour has launched a 90th-anniversary campaign featuring singer-songwriter Jimbo J, with a 4 million shekel investment. The ranking includes all Israeli population sectors, including the Arab community, and emphasizes diverse, respectful discourse in line with Globes' ethical code.