Shalom Life | April 19, 2015

Secular Israelis Aren't Pleased With New Orthodox-Funded Ad [VIDEO]

Campaign illustrates juxtaposition between a secular Israeli family and a religious Israeli family

By: Daniel Koren

Published: December 23rd, 2014 in News » Israel

Secular Israelis Aren't Pleased With New Orthodox-Funded Ad [VIDEO]

There's a new video advertisement making the rounds on all the popular Israeli channels which was, according to the Jerusalem Post, funded by some very affluent Orthodox Jews.

The ad begins by focusing on what is clearly a secular Israeli family on Friday night, when Orthodox Jews are having Shabbat dinner to usher in the Sabbath. The kids in the secular family are having a great time because it's the only time they're unsupervised, before eating cereal for dinner, playing computer games, and finally, sitting down with their loved ones - only their loved ones are all playing with their smartphones.

The ad then depicts an Orthodox Jewish family sitting around the dinner table after lighting the candles, and saying a Kiddush - the traditional prayer blessed during the Shabbat meal.

The narrator then urges viewers to have an "Israeli Friday" by taking part in the Kiddush, implying that a secular Friday isn't "Israeli."

“What kind of Friday night would you like your kids to remember?” the narrator asks. “Kiddush... A tradition of an Israeli Friday.”

While the ad is clearly promoting Orthodox values within an increasingly secular Israeli home, and of course there's nothing wrong with that, there is something to be said about the timing of this ad - shortly after the controversial Jewish statehood bill - and also how it puts down secular families.

For example, the secular family playing on their smartphones - which is forbidden on Shabbat - was a pretty obvious jab.

Watch it here.

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