Do you like TV?

If you do, you are like most American and Israeli teenagers who on average watch about 3 hours a day of TV.  In those 3 hours are about an hour of commercials and besides pushing a specific product they say a lot about a society.  Because they have to appeal to the masses, the commercial must connect to the average viewer and if they are successful strike a cord with the members of society.

The following commercials show different dimensions of Israeli society as well as demonstrate Hebrew language in popular culture. As you are watching, try to look past the obvious and see the underlying cultural implications of each commercial.

For example, what is uniquely Israeli about this commercial?

If you have been to Israel is this beach scene accurate?

This commercial touches on the Israeli notion of “hutzpah”.  Anyone that has been to Israel has experienced this hutzpah whether in line at the grocery store or at the beach.  Additionally, it plays on young Israelis’ tendencies to travel abroad.

This commercial is from the Israeli show “The Ambassador” a play off of the popular American show “The Apprentice”.  Each week one contestant is voted off and the winner gets a chance to represent Israel to the world.  For one of the tasks the contestants had to create a commercial that would “sell Israel” to people living abroad.

This is the winning commercial:

Why did this commercial win?

What is Israeli about the idea of the show and the commercial itself?

This commercial speaks to Israelis’ obsession with how the outside world views them.  Would this commercial be successful in the U.S.?

At the most basic level why is it interesting that this commercial that appeared in Israel?

What is the cultural joke about Israelis in the commercial?

This commercial is a prime example of the Americanization of Israel.  Not only was it in English but it presupposed that most Israelis have seen Pulp Fiction and get the joke.  this implies that an average Israeli speaks English well enough to understand the commercial and watches popular American movies.

Here’s another commercial that highlights the Americanization of Israel.

Israel as a country has been dealing with external political issues since its inception in 1948.  This has influenced its culture in many different ways, including its commercials.

What country is he in?

Why was this country chosen and what does it say about the current preoccupations of Israeli citizens?

This commercial fictionally takes place in Iran and the lines that appear in Hebrew at the end of the commercial say “In life this is still impossible, but with the internet these connections are created every day.”

This next commercial also deals with Israel’s conflict and presents an important message.

Is this vision realistic?

This next commercial garnered both domestic and international scorn over its portrayal of modern day Israel.  It is fascinating to think that just a commercial in Israel is news for the entire world.

(The end of the commercial translates to- “all everyone wants is to be happy, join cellcom”)

Why do think this caused international/domestic uproar?

What does it say about Israeli society?

This last commercial is from El-AL, Israel’s official airline.  It aired in honor of Israel’s 60th anniversary last year.

What song are they singing?

What is special about this commercial and what does it show about Israeli society?

Can you identify the people and where they are from?

This commercial in 1 minute shows all of the different waves of aliyah through song.  Almost every segment of society is represented and shows the modern multi-cultural face of Israel.

If you have any comments or other commercials, please let us know!