Eli Finish conquers the screens and presents a revolution in the real estate industry: Ad of the Week

Actor and comedian Eli Finish, one of the stars of the TV show 'Eretz Nehederet', has dominated the screens this past week following the new campaign for the Pershtovski company. The developer, which specializes in the initiation, construction, and marketing of residential projects, has launched the 'Great Apartment Auction', allowing investors to select an apartment from a variety of projects and submit a purchase offer.

For each apartment in the auction, an attractive minimum price has been set, significantly lower than current market rates. The auction process begins at this price, with the highest bid winning. Investors are invited to submit up to three offers for different apartments under a single guarantee.

The auction opens for submissions on August 9 at 19:00. Participating projects include the Kiryat Pershtovski quarter (Ashdod), Galil Yam (Herzliya), Mordot Lincoln (Haifa), and HaGada (Tel Aviv).

The advertising agency 'Glickman Shamir Samsonov' selected Eli Finish to lead this strategic move due to his immense popularity. By emphasizing emotion and illustrating amusing situations relatable to any homebuyer, the company has introduced a revolutionary move that returns power to the public. The campaign, which includes television and digital media, involved a financial investment of approximately 15 million shekels.

Word from the agency

We all know the reality of the real estate industry in Israel: it has become a buyer's market, supply is high, and many consumers are sitting on the fence. It was clear that we had to think differently to create real preference and demand for Pershtovski apartments.

Thus, the idea of a digital apartment auction was born. It is a move that attempts to change the perception of how one buys an apartment today, introducing innovation into a world usually perceived as rigid and cumbersome. Unlike state lotteries, this auction is open to everyone without threshold conditions.

Our challenge was to create prominence in an advertising world where everything looks the same. We decided to take familiar real estate promises, exaggerate them, and make them funny and memorable. For example, a standard offer like '5-room apartment for the price of a 4-room' became: '3-room apartment that gives the feeling of a 5-room, and you only pay for 4'. The punchline is undoubtedly: 'It's genius'.

Story from the campaign construction

The writing meetings were among the funniest we've had. Once we started exaggerating familiar real estate promises, every idea pulled an even more absurd one behind it.

The main challenge was explaining an innovative idea like a digital auction within a 50-second commercial while keeping it light and clear. Additionally, we had to plan and build a sales site that was accessible and convenient for anyone wanting to participate with confidence.

Cult phrases that emerged during production included Eli's character lines: 'Now, what is the beauty?' and 'You live in the remainder'. The shooting day went smoothly thanks to Eli Finish's comedic talent and the client's full cooperation.