On days like these, when every Israeli looks at every shekel with awe, like a cashier at Rami Levy while counting the cash register, it's nice to see how in the bank ad break not at the event. Sorry, some of them actually think they're at some event - they don't stop singing and dancing in our living room.
Trolling songs and celebrations, skits with puppets, exciting manipulations and a collective shift of focus from the real problems. Any bank that will tell us, "We understand you, and next quarter we'll help you instead of showing record earnings"? Gornisht.
Bank Leumi is amused these days. They got their hands on the hit song "Trilli Trellelle," recruited Margol and poured millions into "talking" about the problems of getting to the branch they solved, as if it were the problem of most customers – not the arrival to take loans that Sanaani would call "Ya Wally."
Bank Leumi's advertisement, photo: screenshot
Another advertisement of the bank will offer you the "CEO Patrol" (a nice pun); In a docu-advertisement, the CEO of the real bank says that he set up a war room where he sleeps with his shoes on in order to solve every request to the bank in just a day. After a few seconds wasted figuring out if this is a new character of Assi Cohen, we discover that what concerns the guy these days is the transfer of some form in a short time. That the CEO will dispatch the Patrol to a commission reduction operation? Dreams in the Kitsis.
At Mizrahi Tefahot, Dvir Benedek wears the condolence suit with the promise of a mortgage "at your own pace." The economic principle behind the financial trick: Are you a young couple who dream of reaching four walls? You will pay less today because you may have children, and in the future we will wait for you when the bill is finished - this is the most creative idea we have thought of so that in all your years of life you will pay for an apartment and a half more.
At Discount Bank they went for "Look at a bird". The role of the bird is played by the doll Berconi (and thanks despite the "Benconi" joke) that became a network hit. The furry alien sits with presenter Rotem Sela and talks about banking. If you expected a doll who can afford to be the most incubator to tell a presenter who earns over two million shekels a year about how stifled customers are, in the end she is excited about another "satisfied with the service" survey.
At Bank Hapoalim, this is actually a promising start. Presenter Amos is aware of the problems with competing advertisements. "You see a lot of mortgage commercials now, here they try to excite you, where they make you laugh...", he says, adding a real understanding of the problem: "Your repayment doesn't stop going up... Voila, it's not something to celebrate in commercials." Amos finished by downplaying the value of the competition and continues with the promise of real action. It's a shame that in the product climax it's an "attentive line" - and I'm guessing that without some brave product that will actually cost the bank money, it's a mix with a human representative. Of course, "for customers of all banks".
And it's not that banks, even those that advertise, don't have the solutions. Some have promised to absorb the interest rate increases in mortgages or overdrafts. Some could recommend that now is less time to buy a home that has risen 20% in the past year. But why us. We'll bring a model and a doll and a catchy song, and we'll make you close the handcuffs on your hands - but in a nice atmosphere.
At a time when even TV shows are opening a supermarket to prove how much we're being exploited in the shopping cart, maybe the banks should drop the festivities, the dolls and the insulting solutions a bit and do everything possible so that we will eventually have money left to pay at the supermarket.
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