Partner Telecom Launches New Ad Campaign Using Houthi Threat
Translated & summarized from Ice by baba
Partner Communications launched a new ad campaign for its fiber optic service featuring Static, using the Houthi threat in its slogan. The campaign offers new customers a free first month and highlights the service's direct connection to major internet servers for a faster experience. This follows a previous campaign that used the pager attacks in Lebanon for marketing, reflecting a trend of Israeli advertising using current events and humor to connect with consumers during tense times.
The story in 6 lines · by baba
- Partner Communications launched a new ad campaign featuring Static and referencing the Houthi threat.
- The campaign's slogan is "There are wires, there are Houthis, and there is Fiber Direct Partner."
- New customers receive their first month of the "Fiber Direct Partner" service for free.
- The campaign highlights the service's direct connection to global internet servers for improved speed.
- This follows a previous Partner campaign that used the pager attacks in Lebanon for marketing.
- The ads reflect a trend in Israeli advertising using current events and humor to cope with tension.
Partner Communications has launched a new humorous advertising campaign for its "Fiber Direct Partner" fiber optic service, featuring brand ambassador Static. The campaign's slogan, "There are wires, there are Houthis, and there is Fiber Direct Partner," directly references the Houthi threat, which has become a significant part of Israel's security discourse. The campaign, created by McCann Tel Aviv and directed by Shahar Segal, includes a musical arrangement of Static's song "Habibi Elbi." New customers are offered their first month free.
The marketing initiative highlights the technological advantage of Fiber Direct Partner, which provides a direct connection from Partner's servers in Israel to those of global internet giants like Netflix, Facebook, and Google. This direct link ensures a fast, stable, and low-latency browsing experience. Assaf Aviv, Partner's VP of Marketing, stated that behind the humor and creativity lies a genuine technological advantage enabling a high-quality and stable browsing experience across TV, digital platforms, and social media.
This is not the first time Partner and Static have used charged security and current events for witty marketing wordplay. In March 2025, a campaign for the Private 5G network referenced the pager attacks in Lebanon, calling mobile devices without their network "stupid" and referencing the Mossad in a line that stirred controversy. Partner's repeated use of security threats and current events reflects a unique aspect of Israeli culture and advertising, where humor is used to cope with complex realities and relieve tension.
The strategy of turning regional threats into marketing opportunities demonstrates the power of current events in advertising. The combination of a leading ambassador, topical humor, and a compelling offer of a free month continues Partner's strategy of creatively leading public discourse in Israel.