Bank Hapoalim’s Junior Campaign Tops Israel’s Most Memorable and Liked Ads for Second Week

Bank Hapoalim’s new campaign promoting its Junior prepaid card continues to lead as the most memorable and liked advertisement in Israel for the second consecutive week, according to a ranking by Globes and GeoCartography. The campaign targets parents by encouraging them to monitor their children’s spending, contrasting with competitor Discount Bank’s focus on teens aged 14-18. It features a nostalgic character named Irina, blending humor and generational perspectives to connect with audiences.

Mizrahi Tefahot Bank’s campaign, featuring actress Gaya Bar Gorvitz and presenter Dvir Bendek, ranks fourth in recall. The ad promotes a mortgage relief initiative offering up to 3,000 shekels monthly credit for customers with children under 18. Bar Gorvitz plays a French immigrant character, adding a cultural twist to the message.

In terms of advertising investment, the electric car brand ORA leads with about 4 million shekels spent on its ORA5 SUV campaign, starring Doron Ben David. The ad ranks eighth in recall and fourth in favorability, notable for an automotive brand. Bank Hapoalim follows with a 3.5 million shekel investment, and the Jewish National Fund (Keren Kayemeth LeIsrael) invests around 3 million shekels in its "Forest of Stars Festival" campaign targeting northern and southern residents.

Overall, advertising spending in Israel decreased slightly from 95 million shekels last week to 90 million shekels this week. Upcoming campaigns include a social media initiative by Prashkovsky Group in Kiryat Gat, led by radio and TV host Maya Bezalel. The top three most liked ads are produced by agencies Gitam BBDO (Bank Hapoalim), Glickman Shamir Samsonov (Insurance 9), and McCann Tel Aviv (Bank Leumi). The weekly rankings reflect broad public opinion across Israel’s diverse population, including the Arab community.