Credit Card Ads Vie for Attention in Israeli TV Rankings
Translated & summarized from Globes by baba
Israeli credit card companies CAL and Fly Card are leading recent advertising recall rankings with their respective "Fly All" and "Fly Card" campaigns. The Phoenix Smart campaign has been the most favored for four weeks, while a Bank Hapoalim ad promoting "Pro" clients has also seen success. Total advertising spending rose to 61 million shekels this week, with the Central Elections Committee being the largest investor, though their ads did not achieve high recall.
The story in 6 lines · by baba
- CAL's "Fly All" and "Fly Card" campaigns are leading recent Israeli advertising recall rankings.
- The Phoenix Smart campaign has been the most favored for four consecutive weeks.
- A Bank Hapoalim ad promoting "Pro" clients has seen renewed success.
- Advertising spending increased to 61 million shekels this week.
- The Central Elections Committee was the largest advertiser with 4.4 million shekels.
- CAL's "Fly All" campaign was the second-largest investment at 3.3 million shekels.
Two credit card companies, CAL with its "Fly All" campaign and "Fly Card" by "The Frequent Flyer," have entered the top advertising recall rankings. Max, another player in this market, launched a new campaign on Tuesday evening, which was not included in the current survey but is noted to be directly competing with Fly Card. McCann Tel Aviv handles both accounts, stating that different teams are responsible for each. Fly Card leads in recall, with an ad featuring presenter Niv Sultan cutting up an old card and declaring "Flying. Period." Fly All ranks sixth with a response, "SORRY. Period.," arguing that points are insufficient for flights, and features presenters Gal Malka and Matan Peretz.
A memorable ad, originally aired eight months ago and re-released this week, features a party scene where Irena is locked in a bathroom and calls a helpline. The ad promotes "Pro" banking clients of Bank Hapoalim, explaining the benefits offered. This ad was successful in its initial run and continues to perform well.
The Phoenix Smart campaign has been the most favored for four consecutive weeks. This campaign uses multiple versions of a taxi driver character, Asher (played by Yuval Samo), to convey the message "Obviously, we are all with Phoenix Smart."
Advertising spending increased to 61 million shekels this week from 48 million shekels last week. The Central Elections Committee for the Knesset was the largest advertiser, investing 4.4 million shekels in various informational ads, though these did not rank high in recall. Eli Meshulam, VP of Geocartography Group, explained that high spending doesn't guarantee high recall, especially when budgets are spread across diverse messages.
CAL's "Fly All" campaign was the second-largest investment at approximately 3.3 million shekels, followed by the Mifal HaPayis (National Lottery) with an investment of about 1.9 million shekels, featuring eight different videos, including one titled "Heroes of 2026" with Shimon Peretz.
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