Or Luzon Turns Wedding Snub Into 250K Shekel Payday in New Campaign
Stylist and influencer Or Luzon stars in a new Arak Noah campaign alongside Zion Baruch, turning the public drama over her exclusion from Omer Adam's wedding into a 250,000 shekel payday.
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The most talked-about drama in Israeli entertainment has stepped up a gear, moving straight to advertising screens as stylist and influencer Or Luzon stars in a new campaign for the "Arak Noah" brand. Appearing alongside comedian Zion Baruch and with a special guest appearance by his wife Yana Yosef, the financial figures behind the campaign have now been revealed.
The campaign, valued at approximately 400,000 shekels, cleverly capitalizes on the massive public storm surrounding Luzon not being invited to singer Omer Adam's high-profile wedding. Turning lemons into lemonade, Luzon walked away with an impressive 250,000 shekels for her participation.
The commercial's plot—with creative direction by Zion Baruch and Amri Ben Ezra, alongside influencer marketing by Impact Digital—demonstrates sharp self-awareness. In the video, Luzon shows up unannounced at the sukkah of Baruch, one of the brand's owners, and directly questions him about her invitation.
Baruch's nervous maneuvering leads to Luzon's punchline: "To cancel, you first have to invite." The choice of Baruch is hardly accidental, as he is known to be a close friend of Adam and was among the select few who flew to Italy to celebrate with Adam and his partner, Sasha Ishralovitz. According to a production insider, Baruch broadly consulted Adam regarding the campaign concept, though he kept the exact details under wraps.
