Buyme's Holiday Ad, Created In-House, Tops Favorite Commercials List
A holiday advertisement by gift company Buyme, created entirely in-house and featuring content creator Lial Eli, has been ranked the most popular commercial this week. The ad leverages Eli's established online persona and her 630,000 Instagram followers, bypassing traditional advertising agencies. The creative team included scriptwriter Amri Ben Ezra and editor/director Yarin Aharonoff.
For the second consecutive week, Discount Bank's Rosh Hashanah-themed commercial featuring presenter Rotem Sela promoting "The Green Wallet" was the most remembered ad. The campaign highlights a 10% saving on purchases, focusing on the carrot element of gefilte fish.
El Al's new Play Card commercial, starring Niv Sultan as a flight attendant, secured third place in memorability. The ad targets frequent flyers by emphasizing benefits like "1+1" tickets, resonating with holiday travel sentiments.
Bamba's latest ad, inviting Israelis to choose the "Seven Wonders of Israel" for travel, ranked second in popularity. Despite potential concerns about overcrowding at chosen sites, the ad is praised for connecting the Bamba baby mascot with Israel's natural landscapes.
According to Yifat Advertising Control, Shufersal was the top advertiser this week, investing approximately 3.5 million shekels in a campaign featuring Einat Sarufim, which ranked fourth in memorability. Bank Leumi followed with an investment of about 2.8 million shekels for a campaign promoting its app's expansion into five languages, featuring presenter Gal Toren and a long-term resident named William.
The Central Elections Committee was the third-largest investor, spending about 2.6 million shekels on campaigns for the upcoming 26th Knesset elections in late October. Total advertising spending for the week was approximately 86 million shekels, similar to the previous week's 87 million shekels.
While Buyme's ad was the most popular, McCann Tel Aviv (for Bamba) and Parson Baruch (for Super-Pharm) created the most popular ads after Buyme's. Separately, the SCOOP network launched a digital campaign called "In Her Shoes" to raise awareness for eating disorders, featuring Aileen Insaz, the owner's daughter who recovered from such a disorder.