Phoenix Smart and Bank Leumi Ads Top Israeli Favorites

Phoenix Smart's travel insurance campaign, featuring the beloved taxi driver character Asher from "Eretz Nehederet," has claimed the top spot as the most popular advertisement in Israel this week. The campaign, created by The First, uses humor and aviation jokes to promote travel insurance, especially relevant during the holiday season.

Bank Leumi's multilingual app campaign, aimed at assisting new immigrants and Arab citizens of Israel, also garnered significant attention, securing the top position in ad recall. The campaign features actor Gal Toren as a national explainer, highlighting the app's availability in five languages, including Hebrew, English, and French.

Meanwhile, Mizrahi Tefahot Bank's "Micro Drama" series, starring Gila Baar Gevirtz and Dvir Benedek in a behind-the-scenes look at a new café, ranked third in recall. The full episodes are available on MAKO.

In terms of advertising expenditure, the Central Elections Committee led with approximately 3.8 million shekels for campaigns related to the upcoming 26th Knesset elections. Streaming platform Free TV followed with about 2.7 million shekels for subscriber acquisition and a promotion for "Jerusalem Selichot." Osem's Bambas campaign, encouraging Israelis to choose "Seven Wonders of Israel" for travel destinations, ranked second in popularity and ninth in recall, with an investment of approximately 1.8 million shekels.

Overall advertising investment saw a decrease this week, falling to 63 million shekels from 86 million shekels the previous week. The most favored advertising agencies were The First for Phoenix Smart and McCann Tel Aviv for Osem.