Where did Rotem Sela disappear from the Discount campaign?

Rock's choice to star in the campaign, unlike most bank presenters who are men, is part of Discount's appeal to a female audience.

It now turns out that Discount has given up on the women of Jerusalem and Ashdod due to fears of corruption.

Discount in response: "These are 9 signs out of 600, which will be removed soon"

Yael Friedson

26/12/2021

Sunday, 26 December 2021, 12:34 Updated: 12:39

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The waiver of a prominent and expensive presenter like Sela indicates that Discount feared the destruction of women's signs, and the financial loss following the replacement of the signs

It's hard to miss Rotem Sela's new campaign for Discount Bank, whether it's billboards or reports of a legal dispute with the Tornado air conditioner company, which Sela has served as the brand's presenter for the past five years.

According to media reports, as part of the legal process, the respectable salary that Sela will receive for the campaign, an amount of NIS 2.5 million per year, was revealed.

Therefore, many people were surprised to see signs in Jerusalem, Bnei Brak and Ashdod with a person starring in the advertisement, and not the shiny new presenter Rotem Sela.

If this character looks familiar, it's because it's taken from a generic image repository, as tested by the Piperporter organization.

The waiver of a prominent and expensive presenter like Sela indicates that Discount feared the destruction of women's signs, and the financial loss following the replacement of the signs.

It should be noted that the choice of Rock to star in the campaign, unlike most of the bankers' presenters who are men, is part of Discount's appeal to a female audience.

So is the narration in the advertisement, which is addressed to customers in female language.

But Discount seems to have given up on the women of Jerusalem and Ashdod.

More on Walla!

"Let's tell the truth face to face"

To the full article

In place of Rotem Sela (Photo: screenshot, Twitter)

Generic image from database (Photo: Image database)

And here is the original presenter (Photo: screenshot, screenshot)

Memories of Yael Bar Zohar

Sela's absence from the campaign in cities where there is a severe phenomenon of vandalizing women's signs is reminiscent of the disappearance of Yael Bar Zohar, from the couple's campaign with her husband Guy Zo-Eretz to the Dcity design complex last summer. Although the two received a huge sum of four million shekels for a double campaign, in Jerusalem the campaign starred only Zo-Eretz.

Uri Keidar, director general of the Free Israel Movement, told Walla! Brenze: "It seems that Discount Bank has decided to succumb to the dark and extremist and out of fear of them launched a campaign with a picture of an anonymous man from the network, which meets only one required criterion: he is not a woman. It seems that the bank is willing to fight for you if you are a dark man who lives with medieval values ​​and a picture of a woman in the public space bothers him, but is willing to fight less for 51% of the Israeli public who are women. The bank would do well to shelve the embarrassing campaign and launch a campaign in which women are displayed everywhere. "

Rotem Sela referred to the response to Discount Bank, from which it responded: "These are 9 signs out of 600, which were uniquely designed and in any case will be removed soon, according to the original plan. Discount chose a woman to lead the campaign and this is the clearest evidence of the bank's approach."

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• Rotem Sela

• Discount Bank