Bank Hapoalim’s Junior Campaign Tops Israel’s Most Loved Ads Ranking
Bank Hapoalim’s latest advertisement promoting its "Hapoalim Junior" prepaid card campaign has once again emerged as the most remembered and beloved commercial in Israel, according to the annual rankings by Globes and GeoCartography. The campaign targets young children, starting as early as age eight, encouraging parents to monitor their children’s spending through the prepaid card. The ad features a character named Irina, who humorously outshines a competitor’s character, Mini-Hila Korach, by scoring 34 points including an egg in a playful contest.
In second place is a new installment from the multi-episode "Bituch 9" insurance campaign starring Udi Kagan. This ad humorously showcases a technologically challenged father who mistakenly identifies an AI-generated fake of his son, emphasizing the reliability of Bituch 9 insurance. The campaign is noted for blending humor with a strong message about trust.
Regarding advertising investments, credit card company CAL leads with approximately 4 million shekels spent on a campaign offering free flights, though parts of this ad are under review by the Second Authority for Television and Radio due to concerns about misleading claims. Discount Bank follows with a 3.8 million shekel investment in a campaign aimed at teenagers, featuring presenter Rotem Sela and the iconic song "Of Gozal" by the late Arik Einstein, ranking third in ad recall. PlayCard invested about 3.5 million shekels in a campaign explaining credit card benefits but did not make the recall rankings this week.
Overall advertising spending dropped sharply from 203 million shekels last week to 95 million shekels this week. The top three most loved ads were created by agencies Gitam BBDO (Bank Hapoalim), Glickman Shamir Samsonov (Bituch 9), and PIGMENT (Leumit Health Services). The rankings include all Israeli demographics, including the Arab community, and are based on analysis by GeoCartography, focusing on trends, creativity, and digital integration.
Globes emphasizes its commitment to respectful and diverse discourse, filtering out any violent, racist, or inciting language in its publications.