Economy15:12 · 48m ago

Steinbuch Code Campaign Makes Bank Leumi's Ad Most Memorable in Israel

Globes

Translated & summarized from Globes by baba

Key points

01Shira Steinbuch leads Bank Leumi's new ad, topping recall and favorability charts.
02Bank Leumi spent 13 million shekels on TV ads, the highest this week in Israel.
03Kia and McDonald's followed with 7 million and 6.6 million shekels respectively, using World Cup themes.
04Bank Hapoalim's ads remain the most beloved for the fourth consecutive week.
05El Al Airlines and Clalit Health Services launched notable new campaigns.
06Total TV advertising spend this week was 221 million shekels, slightly down from last week.

In this story

People

Shira Steinbuch, Noa Koler, Gal Toren, Irina (Liat Har Lev), Hila Korach, Hanan Ben Ari, Amos Tamam, Keren Mor

OrganizationsBank Leumi, Mizrahi Tefahot Bank, Bank Hapoalim, El Al Airlines, Clalit Health Services, Kia, McDonald's, Gitam BBDO

PlacesIsrael, Romania, Paris

The story · English

With the release of the film based on the popular Israeli series "Kupa Rishona," Shira Steinbuch has landed a new advertising campaign. Actress Noa Koler joins Gal Toren in Bank Leumi's latest commercial, portraying the branch manager of Shefa Yissachar, a character known for her service expertise and single status. Steinbuch, who also authored "Steinbuch Code - Service By The Book," is positioned as an ideal figure to teach about customer service, a key competitive area against rival Mizrahi Tefahot Bank.

The commercial quickly rose to first place in ad recall and third in favorability according to Yifat Advertising Control data. Bank Leumi led all advertisers on Israeli TV this week with an investment of 13 million shekels. Following were Kia with about 7 million shekels and McDonald's with approximately 6.6 million shekels, both leveraging World Cup-themed sponsorships. These three brands also topped last week's advertising spend.

Meanwhile, Bank Hapoalim's ads, featuring Irina (Liat Har Lev) and Hila Korach, remained the most beloved for the fourth consecutive week, promoting a campaign to freeze the dollar exchange rate until August for vacationers. In the travel sector, El Al Airlines appeared in the rankings with a new ad starring Hanan Ben Ari and Amos Tamam, promoting its travel platform with a localized version of the song "Kol Hakavod."

Also notable is Clalit Health Services' new ad featuring Kupa Rishona's cashier Kochava (Keren Mor), who humorously comments on Clalit’s top ranking in Globes' 2026 service index. The overall advertising spend this week was 221 million shekels, slightly down from 223 million the previous week. The top creative agencies behind the leading ads are Gitam BBDO (Bank Hapoalim) and McCann Tel Aviv (Bank Leumi and El Al).

Additionally, shoe brand ALDO selected singer and actress Liraz Charhi to front its new campaign. The weekly advertising rankings, compiled by GeoCartography, analyze trends, creativity, and digital integration across Israel’s diverse population, including the Arab community. Globes emphasizes respectful and ethical discourse in its reporting, filtering out any inappropriate content.

Read the original at Globes