Phoenix Smart Ad Tops Most Memorable and Liked Commercials
Translated & summarized from Globes by baba
The Phoenix Smart advertisement, featuring a taxi driver, has become the most memorable and liked commercial of the week. Other notable ads include those from Touch, Kelmoobil, and Negev Ceramics, with significant advertising investments. Overall ad spending saw a decrease due to the Sukkot holiday. The top advertising agencies for liked commercials were The First, McCann Tel Aviv, and Glickman Shamir Samsonov.
The story in 5 lines · by baba
- Phoenix Smart's taxi driver ad is the week's most memorable and liked commercial.
- Touch spent the most on advertising this week, with a family-focused cleaning campaign.
- Kelmoobil and Negev Ceramics also made significant investments in their holiday campaigns.
- Advertising spending dropped to 48 million shekels due to the Sukkot holiday.
- The First, McCann Tel Aviv, and Glickman Shamir Samsonov led in creating the most liked ads.
The Phoenix Smart advertisement, featuring taxi driver Asher (played by Yuval Semo), has climbed to the top of both memorability and likability rankings for the week. This ad is part of a two-year campaign where Asher engages in humorous conversations with passengers. The current iteration highlights benefits for travel insurance during holiday travel, emphasizing "Of course, Phoenix." In the ad, Asher encounters alternate versions of himself outside the taxi, maintaining his signature humor.
Competing insurance companies, "Bituah Yashir" and "Bituah 9," secured third and fifth place respectively in memorability with their consistent advertising language. The highest advertising expenditure this week was by the cleaning brand Touch, with approximately 2.4 million shekels for its campaign "A Small Touch and the House is Perfect." This campaign stars Miran Buzaglo and her family, introducing new verbs to describe their cleaning efforts.
The second-largest investment, around 2.2 million shekels, came from Kelmoobil for a campaign promoting special sales during the Sukkot holiday, featuring presenter Reshef Levi and his family waiting overnight for the sales. Negev Ceramics invested approximately 2 million shekels in its "Turning a Dream into a Home" campaign with architect Ilan Pivko.
New ads also entered the memorability charts, including a new series from Sano featuring network creator Kobi Edri, and a new commercial from El Al promoting its route to New York, set to the song "Shamayim" by the late Yigal Bashan, emphasizing Israeli identity and care.
Overall advertising spending decreased to 48 million shekels this week from 63 million shekels before the holiday, reflecting the impact of the intermediate Sukkot holiday (Chol HaMoed). The advertising agencies responsible for the top three most liked commercials were The First (Phoenix Smart), McCann Tel Aviv (Osem), and Glickman Shamir Samsonov (Bituah 9). Flyair launched a campaign challenging competitors' point policies.