Mizrahi Tefahot Bank Appoints Actress Gaya Bar Gorvitz as New Brand Ambassador

After more than three years, Mizrahi Tefahot Bank has ended its collaboration with presenter Chen Amsalem and selected actress Gaya Bar Gorvitz as its new brand ambassador. She will join longtime brand representative Dvir Bendek, who has been associated with the bank since 2007. The bank stated that this change aims to emphasize its leadership in customer service, a core value it has maintained over the years. Despite the change in spokespersons, Mizrahi Tefahot emphasized that the new campaign will strengthen the bank's familiar advertising language by introducing a fresh and surprising comedic dynamic to the screen.

Gaya Bar Gorvitz began her acting career with the independent web series "Banhael" and later joined the cast of the Israeli satirical show "Eretz Nehederet" on Keshet 12. There, she performed in various sketches, including impersonations of public figures such as Finance Minister Bezalel Smotrich, singer Shiri Maimon, and actress Yael Bar Zohar. She also stars alongside her husband Yogev Yifat in the series "Oasis in the Desert," which aired on Kan 11.

Tari Yeshkil, Vice President and Head of Marketing, Advertising, and Business Development at Mizrahi Tefahot, explained that the bank wanted to refresh and innovate its brand image while maintaining its commitment to high-quality, professional, and fair human service. She expressed excitement about the new collaboration, highlighting the artistic and professional synergy between Bendek and Bar Gorvitz. The bank's advertising agency is Reuveni Pridan, and Mizrahi Tefahot is known as one of the largest advertisers in Israel. Chen Amsalem declined to comment on the change.