Mizrahi Tefahot Bank Ad Dominates Recall Rankings
Translated & summarized from Globes by baba
Mizrahi Tefahot Bank's new advertising campaign, featuring actresses Gia Beer Gurvitz and Dvir Bendek, has topped the weekly recall rankings. The ad promotes the bank's offer to fund children's activities up to NIS 1,000 annually. "Insurance 9" starring Oudi Kagen remained the most popular ad for a second week. Total advertising investment rose to NIS 91 million this week, with Cal and One Zero leading spending.
The story in 6 lines · by baba
- Mizrahi Tefahot Bank's new ad campaign featuring Gia Beer Gurvitz and Dvir Bendek leads weekly recall rankings.
- The bank's campaign promotes funding children's extracurricular activities up to NIS 1,000 per year.
- "Insurance 9" starring Oudi Kagen remains the most popular ad for the second consecutive week.
- Cal and One Zero each invested approximately NIS 3 million, leading weekly advertising expenditures.
- Overall advertising investment increased to NIS 91 million this week from NIS 76 million.
- Home Center achieved significant recall with a budget under NIS 300,000 during November promotions.
Mizrahi Tefahot Bank launched a new advertising campaign in late August, featuring actress Gia Beer Gurvitz alongside veteran presenter Dvir Bendek. The campaign, which includes a new web series, has captured the top spot in recall rankings for the week, according to Globes and Geocartography.
The ad features Beer Gurvitz in a dual role as "Dominic" and "Sensei Yohai," promoting the bank's "magnificent service" of offering to fund children's extracurricular activities up to NIS 1,000 annually. The storyline involves a young boy attending numerous "free" trial lessons.
The most popular ad for the second consecutive week is "Insurance 9" starring Oudi Kagen. The ad humorously depicts a technologically challenged father mistaking AI-generated images for authentic ones, while assuring viewers that when it comes to insurance, he won't make such mistakes.
Cal and One Zero each invested approximately NIS 3 million in advertising this week, making them the largest spenders. Cal's ad, promoting loans from the credit card company over bank loans, uses a catchy new version of Dani Sandars' song "The Unknown" re-titled "No Thanks" and ranks third in recall. The digital bank's ad encouraging investment with a $200 gift is not featured in the top rankings this week.
Maccabi Healthcare Services ranks fourth in investment with approximately NIS 2.8 million, featuring a new installment in their "friends in a cafe" series. The ad showcases older versions of Yael Sharony and Yinon Biton, while Shira Naor maintains a youthful appearance through the health fund's longevity app.
Hyundai and Home Center, brands typically absent from the rankings, secured seventh and eighth place in recall. Both focused on promotions and discounts. Eli Meshulam, Deputy CEO of Geocartography Group, noted that advertisers were prepared for November's promotional month, with TV ad spending on sales reaching about NIS 10 million, nearly four times the previous week. Home Center achieved significant recall with a modest budget of under NIS 300,000, comparable to Hyundai's campaign which had a budget approximately six times larger. The clear message "Every November is Black Friday" proved effective.
Overall advertising investment surged to NIS 91 million this week, up from NIS 76 million the previous week. The agencies responsible for the top three most recalled ads were Glickman Shamir Samsonov (Insurance 9), Bowman Bar Rivnai (Elite), and McCann Tel Aviv (Fly Card). Additionally, Roladin and ad man Tzur Golan launched a new eight-episode micro-drama titled "To the Carb's Health," written by Bar Elmaliach, with the first episode garnering over 600,000 views.