Red Auerbach on the photo set for Joe Delek's campaign./PR
Jo Delek announces a new collaboration with Red Auerbach, who will now star as a central presenter in the company's campaigns.
Although Red started with street puppet shows, he is no stranger to the spotlight.
He's already had several of his own TV talk shows, he's done duets with acclaimed singers like Marina Maximilian and Ninette Teib, and there's even a rumor that they've considered sending him to Eurovision!
Now, he takes on the role of presenter of one of the most powerful companies in Israel and warns: just don't call him a puppet!
Moriah Barshan Garev, Delek Israel's marketing director,
tells how they chose Red for the campaign: "There were all kinds of things we wrote in the strategy and we already had contacts with another presenter, but something didn't work. Suddenly, at the last minute, Red's name was thrown into the air and this connection seemed to us It was so natural that we decided to shelve everything we had written and work with Red instead. From that moment everything came together."
About the change in the company's branding,
Keren Kupermintz, Delek Israel's VP of Marketing
, says : "Delek has made a lot of changes in the last two and a half years, since the new management came in.
Among other things, we changed the name of our convenience stores to Joe Delek instead of Menta.
We gave all the stores a facelift and changed the brand name to something that is very recognizable to us, which is Joe's coffee that you can't get anywhere else.
Actually here on set, it's our real launch event."
Basically, you took two consumer products that are completely different but go really well together, fuel and coffee, and turned them into one brand.
"That's right. Cafe Joe is actually a subsidiary of Delek Israel that produces high-quality coffee right here in Israel, produced in blue and white," says Keren.
"We only serve Cafe Joe in the convenience stores, which is why we decided to change the name of the chain to Joe Delek. The name Delek is used by us in everything related to the worlds of energy and fuels, which the consumer has no access to. When I refer to the world of convenience stores, which go hand in hand with gas stations Delek, and for the experience of visiting them, I'm talking about Joe Delek."
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Red is an unusual choice.
Why him?
"First of all, Red is a redhead and we are also red. The whole story of Red and his character fits perfectly with what we want to convey as a brand. Red is a comic character who can say and do things that we cannot afford. We thought he could tell our story , also as the Israeli fuel company, which has existed for over 70 years and has remained strong despite all the challenging events that have befallen the country since then, and also as a chain of convenience stores and a leading coffee brand, all of which provide 24/7 service, even in war, also in Corona, even in risk areas," she says Foundation.
"We chose to tell about Israeliness precisely through someone who comes from the outside and can point out what is Israeli in his eyes from a perspective that no one who has lived here all his life has. Rather his Americanness, the fact that he is both, it seemed to us an opportunity to emphasize what ours seems to take for granted. Who is an Israeli What is Israeliness?"
@redbandofficial Red Band are coming to the next star for Eurovision to fix the rift in the nation because the time has come for action!
#מיוזיקטוק #הקוחבהבא2023 ♬ Original sound - Red Band
In doing so, Joe Delek joins a trend that has been running strong in advertisements since the seventh of October - singular pride.
Why is it important now?
"It is true that many brands are talking about it now more than in the past. First of all, the situation that has been happening in the country for the past six months has put us all into a new way of thinking in which we all want to be part of what is happening in the country and proudly say 'I am Israeli.' There is no doubt that lately we are all a little more proud to say that we are Israelis," says Moriah.
And what does Red say?
I wanted to hear the story of Ari, the quiet man behind Red, the one who started with puppet shows on the street and grew to become a respected musician and comedian with grace without once showing his face in the media, an impressive achievement by all accounts.
But that person does not exist, everyone on the set tells me.
It's just red.
We sit down for a cigarette break on plastic chairs behind Joe Delek in Tel Mond and the second I start recording, he switches to speaking in English in Red's voice:
Big fan of Delek, I use Delek all the time in my car and as I was pulling into Delek I thought to myself, these people need a good commercial.
I was a genius since the day I was born, and it's been a journey that led me all the way to Delek.
Beyond that, he keeps a poker face and does not volunteer information.
"It's red, he's allowed," says Moriah.
"These are answers that only Red Auerbach can answer. He says things that you have no way of answering. He has this kind of audacity and that's what makes him so funny. Even when I talk to him on set, there's no relationship with Ari, it's Red. But it's okay Because this is the character we wanted with all the complexity that it brings, and look how he succeeded with it. A troupe of puppets that is sold out every night on the hottest stages, that the biggest artists come and participate with him, TV talk shows, and now the campaign. As strange as it is, This thing works."
Moriah throws in a reference to Chaim Tsinovich, "the burnt one", who said that a fire burned his face and therefore he cannot show it, and hurries to point out the difference between them: "The burned one lied about his identity and was exposed, but Red does not lie. We all know that it is a puppet, but the person behind it The character is irrelevant. The delusional part is that everyone cooperates with it."
"Even on the set," Moria continues, "the way he gets into the character of a rose, he starts talking, no matter what, everyone laughs. Even when he gets angry, you can't remain indifferent, everyone is waiting to see what he will say. It's a charm he brings with him that is terribly unique Lou. I think if there was a split between Ari and Red, then you wouldn't feel Red as strongly. But because Ari is very quiet and gives Red the whole stage, then he becomes a really real character with complexities and a really consistent character that you can identify with him and say, here's something only Red can do."
The more I become interested, it sounds to me like a kind of scratch that received a creative answer, and I realize how genius the man is.
Moriah concludes: "That's how it is when you have an alter ego that can say everything you dare not say. It's a free person."
More on the same topic:
Red Auerbach
Red Band
fuel
Cafe Joe
campaign