Rotem Sela's Discount Bank Ad Tops Israeli Ad Recall List

A commercial for Discount Bank, featuring popular Israeli presenter Rotem Sela and a traditional Jewish dish, has been ranked the most memorable advertisement in Israel. The ad promotes the bank's "Green Wallet" initiative, which offers 10% savings on purchases. This success propelled Discount Bank to the top of the advertising recall rankings compiled by Globes and Geocartography.

In second place for memorability, and first for favorability, was a Bank Hapoalim advertisement that has not aired since August 20. Despite its absence from the airwaves, the ad, which promoted a free children's complex at Tel Aviv Port, remains memorable due to the bank's consistent presence in commercial breaks with a humorous duo.

Isracard's new credit card advertisement secured third place in memorability, though it faced significant criticism online. The ad, featuring actors Michael Aloni and Agam Rodberg, was criticized for its message promoting loans to cover expenses rather than encouraging financial restraint, contradicting financial education principles. The advertisement, which included a new rendition of Ofra Haza's song "Chai," has since been removed from the air.

The Ministry of Transportation's campaign for the new L3 light rail line in Jerusalem made a surprising entry at ninth place for memorability and fourth for favorability. The ad features sports commentator Yonatan Cohen and former football star Uri Malmillian, highlighting the new train stops. However, a previous report indicated the train would not stop at Teddy Stadium after major games, contrary to the ad's implication.

According to Yifat Advertising Control data, Free TV was the largest advertiser this week, investing 4.1 million shekels in a lifetime subscription campaign, which ranked fifth in memorability. Discount Bank was the second-largest investor with approximately 3.4 million shekels, followed by Tambour paints with 3.3 million shekels for a campaign featuring singer Jimo Jay.