As with almost every creation by Aviv Gefen, it is impossible to remain indifferent to the first advertisement in his long career.
Instead of being tempted by another campaign for a furniture center, which is based on an Israeli relationship with Osa - or in his obvious case, on a prod who is redesigning the house - he does what Geffen knows how to do best: create political disruption.
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Instead of another presenter who prefers not to upset any credit card, he comes with "Come on, commercial with a political twist, is there a problem?".
But above all that: the timing.
Let's ignore for a moment the curiosity that the one who throughout his career protested against a prime minister who sold furniture, found the unifier - and sells us furniture himself.
These days there is nothing to refer to the unifying manifesto in "Dan Design" as if "it's all an advertisement" - it didn't go live in a vacuum.
In the days when the liberal left thirsts for powerful voices against the "end of democracy" government, it accepts and unites the absence of one of the prominent leaders it had.
In the imagination of many, Aviv Gefen was supposed to go up on Mochash in a demonstration and scream "Do you want change?". This time he would also make a change, because the crowd would answer for the first time: "No!
We want what was!" But instead he started a campaign and asks them to buy a carpet.
Aviv Gefen in an advertisement for "Dan Design", photo: screenshot
Geffen has always known how to play with his media persona in order to sell, and there is a situation where he is under a contract that forbids him to get politically dirty - because brands like their presenters to be stately and unifying, and not take political sides.
But Aviv takes a political side precisely in that he does not take one.
After being the poster boy for the left, and the first to broadcast subversive political messages at concerts, he announces that he is not in the middle of a fraternal war, and that his brothers should manage on their own.
I will buy a retro lamp before I believe that Aviv Gefen knows what the reason for reasonableness means, or how the committee for appointing judges is always controlled by the camp from which he came.
But I also have to admit: what are all the cries of "wanting change" worth if these days, when the dreaded change is upon us, you walk around barefoot among designer dressers?
The text in itself is wonderful: "I want us to understand that we can live together", "it's enough to think that there is one side here that is dark, and another side that is a retro hanging lamp that comes in a variety of colors", "because in our reality things are complex, and if not - you can order a component".
Jonathan Geffen's son calls on his camp to calm down with politics, then stings them on the Palestinian issue: "So let's fight less over territories and more over carpets."
Geffen is so sophisticated, that on the criticism he knew would come, he ends with the self-aware "and it brings campaigns".
At least in the advertisement, he manages to confuse the political side from which he came even more than attorney Eldad Yaniv. Has he moderated? Is he making a living? Is the man continuing his own commercial campaign and preparing the ground for entering politics?
Aviv Gefen in an advertisement for "Dan Design", photo: screenshot
And if I got carried away, and I have to come back and understand that this is all an advertisement, then the creators behind it definitely did their part.
There is a clever handling of the political explosive grenade here, with texts that pass in a craft of thought between the true unifier, the smiling wit and the familiar self-humor of the presenter.
And Geffen is the most daring presenter who was here.
Ending all the unifying mumbo-jumbo by saying to the camera "it brings campaigns" - that really annoys the angry ones.
And if that wasn't enough, a great closing punch comes after the narration, which reminds us that the design center is located in Bnei Brak, when Gefen throws to the secularists: "Yes, Bnei Brak, what's up?"
- and marching into the sunset, to continue making carpet noises these days.
Brave it is.
Aviv Gefen in the "Dan Design" campaign, the commercial channels
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