The tie is off, the campaign has changed: Naftali Bennett's new look
In the last two weeks, the chairman of "Beyachad", Naftali Bennett, has been appearing in almost every public appearance and interview without the suit and button-down shirt that characterized him for months. According to the faction's headquarters, the branding move is intended to appeal to a younger and more energetic audience, to differentiate him from the other older candidates — and to highlight the 15 kg he has shed.
Not only a change in messages and the campaign — also a change in appearance. In the last two weeks, Naftali Bennett has appeared in almost every public appearance and interview without the suit and button-down shirt that characterized him for the last few months, and instead in jeans and a t-shirt.
This is, of course, not a random choice, but a conscious decision by the campaign managers, Hillel Kobrinsky and Yotam Ben Yitzhak, as part of the campaign's new strategy.
In Bennett's headquarters, they explain that the change in clothing has several goals: the first is to appeal to a younger audience, while creating an image that is less formal and distant and more accessible and everyday; the second goal is to influence the way Bennett himself appears: instead of sitting "stiff" in a suit on a chair in the studio, he moves with much greater freedom, is relaxed in his body and hand movements, reacts dynamically, and projects a different energy.
In the campaign, they say that the new look integrates with the message they have been leading recently — "coming to work," "coming to fix," and "coming to set things right" — an attempt by someone who has already been prime minister, but one who rolls up his sleeves and speaks at eye level.
According to sources familiar with the campaign, it is also an attempt to sharpen the difference between Bennett and the other candidates in the political system. The message is that of a younger, sharp, fresh, and energetic leader, against rivals who are older and heavier than him.
Added to this is the physical change that Bennett has undergone in recent months, having shed about 15 kilograms of his weight. The external change joins a series of adjustments that Bennett's headquarters has made to the campaign in recent weeks, in an attempt to refresh his political brand and present a more accessible, energetic, and younger figure ahead of the election campaign.
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