The municipal elections that will be held soon, while the abductees are suffering in the Gaza Strip, the army is based in the south and the north and thousands of Israelis are exiled from their homes - are truly a complicated matter like no other.
The heart tends to think that this is a rather crazy decision, on the other hand there are arguments in favor of the current timing, and everything, it must be said, is very crazy.
What catches my eye these days are the campaigns of the various candidates.
Even these days, a municipal election campaign is such that one cannot tell whether it is the campaign or a parody of the campaign.
The large clusters in exaggeration, the expression full of vision, the waving flags and the slogans full of passion and pathos ("A new future for Neve Hod").
A well-known rule is that if you saw a car on the road completely covered with portraits and slogans of a leading candidate, you should speed up a little, overtake legally and see that the guy in the picture is sitting behind the wheel or next to the driver.
In these complicated days, it becomes even more ridiculous and sometimes even annoying.
Tzipi Brand, Huldai's deputy, announces that she will run against him for mayor of Tel Aviv (archive)
Take the copywriting brilliance of the Tel Aviv mayoral candidate, Orna Barbiei: "Israel needs new leadership. Tel Aviv too."
It's genius for its own sake.
To say nothing, and at the same time convince and motivate to action.
Does Israel need a new leadership?
Depends on who you ask.
But let's say yes.
How is this related to Tel Aviv?
Mayors are evaluated according to municipal achievements, which usually, even in large and complex cities, are hardly related to the central government.
How is Israel's need for new leadership, which originates from crisis and trauma and disaster and the social divide - related to property taxes and parking and bike lanes in Yehuda Halevi?
Still, this slogan does something in the heart.
Every word in it is effective: "Israel" - the amplification of the question to the national level, the big one, and its inclusion in the world of the very content these days of the Israeli identity.
"Consumption" - well, what.
The most motherly and huggable.
We all need grace.
"Leadership" - a magic word in times of crisis and bewilderment, then: "new".
The key word of the whole business.
future
exchange.
Other.
different.
promising.
No more old world.
No more doom and gloom.
No more sweat and tears.
New.
Blooms and shines.
Tel Aviv too.
Most of these words, by the way, also appear as a writer in the accompanying texts and monologues.
Everything hurts, where do we go from here, a wake-up call for change, a new contract, and yes, this is the way.
A slight hint at the tenure of the incumbent mayor (which also comes via a critique of someone else's tenure) and that's it.
Not a word about the light rail.
What is needed above all is to know how to sell, and Orna Barbiei, for example, does it perfectly.
Incumbent mayor Ron Huldai is running against him in Rabai, photo: Koko
The most classic exercise in copywriting studies was: sell a product without using words related to it.
Shampoo without saying hair, food without saying delicious.
In short, sell me something else as long as I buy.
It is impossible to know what Orna Barbiei's skills are for managing a city.
I tend to think she's fine.
I am also open to receiving criticism of the competitor.
I can think of at least 20 issues, on which a discussion can be developed and discussed.
All this, it turns out, is unnecessary.
What is needed above all is to know how to sell, and Orna Barbiei, for example, does it perfectly.
This campaign is excellent.
were we wrong
We will fix it!
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