After a one-month break, Bank Hapoalim returned to the top of Globes and Geocartography’s weekly rankings of the most remembered and most liked advertisements. Its ad promotes freezing the dollar exchange rate through the end of August so that “the vacation will cost less,” and the rate will stay fixed even if the dollar rises. The campaign features Irene, played by Liat Har Lev, in Miami, with the bank also running a World Cup-themed sponsorship spot this week.
The World Cup, which began last weekend, dominated advertising spending across television. According to Yifat Advertising Monitoring data, total ad investment rose from NIS 126 million last week to NIS 177 million this week. The three biggest spenders were Kia with NIS 5.8 million for a World Cup campaign offering a זוגי travel package, McDonald’s with about NIS 5.4 million for its “Hot Honey” campaign and World Cup spots, and FlyCard by El Al with about NIS 5.1 million in a campaign tied to competition from Cal’s new Fly All card.
FlyCard’s campaign, “All points lead to FlyCard,” featured new ambassadors Deni Avdija and Niv Sultan, but did not make the weekly ranking. Another World Cup-related ad that did rank was Wolt’s new installment in its ongoing series, this time starring goalkeeper Daniel Peretz. The ad uses the platform’s familiar format of an “urgent rescue” for a customer, and continues the recurring humor tied to his marriage to Noa Kirel.
BYD also broke into the top 10, placing ninth with a campaign featuring Shahar Saul and the song “Im Ze Ze” by Agam Buhbut, along with giant helium balloons suggesting celebration and anticipation. The three most liked ads came from GITAM BBDO for Bank Hapoalim, Glikman Shamir Samsonov for Insurance 9, and McCann Tel Aviv for Wolt. Clal Insurance and Finance also launched a new Clal Pay campaign with Eyal Kitzis, offering flight benefits.
