Hila Saada Stars in Amusing New Campaign for Strauss's ENERGY Brand

Israeli actress Hila Saada, known for her roles in "Being Her" and "The Beauty Queen of Jerusalem," is the face of a new, humorous advertising campaign for Strauss Group's ENERGY brand. The campaign features Saada as Dekla Mor, an employee tasked with enhancing the workplace experience.

The commercials aim to highlight ENERGY's new slogan, emphasizing that healthy eating doesn't require compromising on taste. Saada's character, the "Chief Energy Officer," injects fun and energy into the office environment, mirroring the brand's product offerings which include cereal bars, rice cakes, nut bars, and fruit bars.

The campaign, developed by the Peach advertising agency, was conceived around the idea that ENERGY offers "more", more flavor, texture, fun, and enjoyment. The creative concept revolves around Dekla's comical and sometimes absurd attempts to boost employee morale and energy throughout a typical workday, from meetings to the kitchen.

The advertising agency's primary challenge was to re-establish ENERGY's brand identity after a period of inactivity and to create a unified message across its diverse product range. The campaign's success is attributed to Saada's energetic performance and improvisational skills, which brought the character and the humorous tone to life. The core message, repeated throughout the campaign, is simply "more."