From Old Jingles to AI: Israeli Religious Zionist Parties' Evolving Campaign Ads
Translated & summarized from Srugim by baba
Israeli election campaign advertising for Religious Zionist parties has evolved from traditional, didactic broadcasts to modern, fast-paced digital content. Early parties like the NRP used memorable jingles and clear messaging, while later iterations like The Jewish Home and The New Right adopted younger, secular-friendly images. Parties such as Yamina, the National Union, Otzma Yehudit, and Religious Zionism have focused on specific issues like settlement, security, and Jewish identity, with leaders like Naftali Bennett, Bezalel Smotrich, and Itamar Ben-Gvir playing central roles in shaping their distinct campaign strategies.
The story in 6 lines · by baba
- Israeli election ads for Religious Zionist parties have shifted from traditional styles to modern, fast-paced digital content.
- The National Religious Party (NRP) used memorable jingles and clear messaging, representing the sole political home for religious Zionists.
- Parties like The Jewish Home and The New Right adopted younger, secular-friendly images to broaden their appeal.
- The National Union focused on campaigns against the Gaza disengagement, featuring prominent religious Zionist figures.
- Otzma Yehudit, led by Itamar Ben-Gvir, adopted an assertive style emphasizing security and "who owns the home."
- Bezalel Smotrich's Religious Zionism party ran sophisticated campaigns focused on settlement and Jewish identity.
Israeli election campaigns have undergone significant transformations, evolving from slow, clear broadcasts to fast-paced smartphone videos. A review of past campaign advertisements from Religious Zionist parties reveals a shift from a state-religious conservative style to the rapid, sometimes anxious marketing of the 21st century. This evolution reflects changes within the sector, from unified political representation to fragmented, marketing-driven approaches.
The National Religious Party (NRP), once the sole political home for the religious Zionist public, produced ads that blended values, pioneering spirit, and religious institutions. These often adopted a didactic tone, similar to a Bible teacher. The memorable "Oho oho oho oho ay ay ay ay" jingle became an anthem, and slogans like "The NRP is to your right" and "The NRP gives its soul to the state" underscored its religious-right identity. However, the party eventually merged and rebranded, losing its original form.
Later parties like The Land of Israel Movement (HaTehiya) attempted to create a "new NRP," featuring an uncompromising stance on settlement and a blend of religious and secular voices. Geula Cohen's broadcasts were characterized by patriotic and Zionist messages, carefully crafted by strategic advisors. The Jewish Home party, under Naftali Bennett and Ayelet Shaked, revitalized the party with a younger, "cool" image, targeting secular and traditional audiences, even creating a new song with the same name as a hit by Danny Robas.
The New Right, formed by Bennett and Shaked after leaving The Jewish Home, aimed to shed the sector's label, promoting a joint right-wing, Zionist platform for religious and secular individuals. Their ads downplayed overt religious symbols, opting for broader appeal. Yamina, formed during a period of repeated elections, sought to unite various right-wing and religious Zionist streams, aiming to be a swing bloc. However, Bennett's decision to join a government with Yair Lapid and Mansour Abbas marked a significant ideological shift away from its original positioning.
Other parties like the National Union focused on the shock of the Gaza disengagement, with "Orange" campaigns featuring authentic religious Zionist figures. "Identity," led by Moshe Feiglin, emerged from the Likud with a nationalist stance, advocating for separation of religion and state and a focus on individual rights. The Religious Zionism party, led by Bezalel Smotrich, adopted the sector's official name and ran sophisticated campaigns emphasizing Torah values, governance, and settlement, with a direct message asking "Where are you?" Otzma Yehudit, led by Itamar Ben-Gvir, presented a dramatic and assertive style focused on personal security and "who owns the home," differentiating itself from traditional religious Zionist messaging. Noam, headed by Avi Maoz, focused on existential questions about Jewish identity and public tradition, using sharp slogans to preserve the Jewish character of public spaces.
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