Advertising ranking: the bank in the lead, the camembert baguette, and a site debut
The new 'Junior' campaign from Bank Hapoalim tops the memorable and favorite commercials ranking by Globes and Geocartography. 9 Insurance with Udi Kagan takes second place, while the Holiday Finder site enters the index for the first time after 4.5 years on air.
Every August, thousands of parents in Israel search for ways to entertain their children. This year, a free option has been added: the 'Hapoalim Junior' complex by Bank Hapoalim at the Tel Aviv Port. The project is a physical extension of the bank's strategy aimed at the younger generation.
In the promotional spot, the viewer meets Irena-as-a-child on a roller-skating date in Kiryat Ata, whom the current Irena (Liat Har-Lev) tries to entice into learning financial literacy. Upon being told, 'By the time we reach my age, you'll make piles of money,' she receives the expected reply: 'For heaven's sake, I'm on a date.'
The message is clear, and the bank once again secures the top spot for both recall and favorability in the Globes and Geocartography ranking.
In second place is the new commercial for 9 Insurance starring Udi Kagan. The technologically challenged father plays petanque with Nachcha, a character viewers have only heard about until now. Nachcha has tricked him again, or as the father puts it: 'He stuck me with the baguette with camembert.'
According to Ifat Advertising Control, the largest advertiser this week was the free TV streaming platform from Keshet 12, with an investment of approximately 3.5 million shekels. Their 'fixed price for life' campaign currently ranks fourth in recall.
The second largest investment (3.2 million shekels) belongs to Mifal HaPayis for their 'Bring a Chishgad to every event' campaign. The third (2.4 million shekels) belongs to the automotive group Colmobil, which is celebrating its 120th anniversary.
In sixth place, for the first time, is the travel site Holiday Finder. After four and a half years of working with the IGLOO agency, the company plans to move to in-house production.
The top ten closes with a Bank Yahav commercial where Reuven (Eran Zarhovich) brings the wrong guest to his 'podcast'—this time, guitarist Avi Singolda.
Advertising Investments
According to Ifat Advertising Control, total advertising spending decreased from 91 million to 87.5 million shekels this week.
Favorite Agencies
The agencies behind the three most favored commercials are Gitam BBDO (Bank Hapoalim), Glickman Shamir Samsonov (9 Insurance), and Baumann Ber Rivnay (Prigat).
This column, published for the past 25 years, is based on Geocartography's analysis and covers the entire population of Israel, including the Arab sector.
***Please note: the column will not be published next week; the next issue will appear on 27.08.26.
