culture
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TV review
The yes commercial with Sapir Berman is the biggest moment for transgender people in Israel
Yes's decision to put a transgender woman at the forefront, in a highly invested campaign promoted on all channels and on a huge budget, is a clear statement: Conservatives?
Transphobics?
We are not with you.
The fact that a bartender is leading a campaign is far more important than the level of accuracy of the gender discourse within the world of the advertisement itself
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Sapir Berman
Ben Byron Braude
Monday, 05 July 2021, 08:47 Updated: 09:01
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The press conference at which Sapir Berman spoke about the process of changing her gender (video: Niv Aharonson, video editing: Nir Chen)
This past weekend belonged entirely to Sapir Berman, along with the instructive interview she gave to the weekend news and won a well-deserved paragon here, the new commercial and writer invested in starring the yes company also rose and established her status as a cultural icon. The new campaign places Berman alongside Noah Kirl on a journey he pays homage to the cult film "Descarius Queen of the Desert," the football referee finishes her work on the field, moves into an evening gown and exits the football stadium straight into the desert, where she meets Kirl, a row of drag queens and the famous bus .
This commercial, like anything related to the bartender in the few months since it came out of the closet at that historic press conference, has garnered extreme reactions from both sides: some admire it and see it as a victory while others find it cynical and misunderstood. I belong to the first group. If you take a take-off on the message of the advertising company - Berman's 90 seconds in the commercial break is an event that is not complete but is absolutely perfect.
Immediately after the Pride Month events, and when transgender women and transgender men are still the most vulnerable group under the LGBT arch, the desire to pinpoint the message of the campaign is clear. Next to a group of drag queens and the message: "Not complete with your TV?
Do not compromise! ". Want to say, how can one compare the feeling of incompleteness of life in the wrong biological body and replacing a TV content provider? Good of acceptance and inclusion.
More on Walla!
Dana Weiss' interview with Sapir Berman should be taught in all schools
To the full article
Sapir Berman's brave war to be recognized as a transgender woman on the homophobic and transphobic football field is, in my view, tantamount to the historic move by the late Rosa Parks. The fullest, until one day a bartender came and said it was possible: I continue to be the athlete I am - and also come out of the closet as a transgender woman. Speaking of transgender women in Israel, it is impossible not to mention Dana International whose name alone is a complete and important trans history.
Even if they do not admit it openly, in yes they chose a side here, not a trivial matter when it comes to a commercial company that strives to make as much money as possible from as many people as possible.
Placing a transgender woman at the forefront, in a highly invested campaign promoted on all channels and on a huge budget, is a clear statement: Conservatives?
Transphobics?
We are not with you.
Along with the great love that Berman remembers from the liberal camp in recent months, it is impossible not to look at the reactions of conservative people and see that for them it is a red sheet.
"Okay," they must have thought to themselves, "a transgender woman to be on the Eurovision stage. But what does she cost us on the football field?".
Since Berman is still far from being a consensus, just because of who she is, the fact that she is leading a campaign at such a stage in her life is far more important than the level of accuracy of the gender discourse within the world of the advertisement itself.
More on Walla!
This review almost wrote itself, but then Guy Lerer had to be annoyed
To the full article
It's easy to get used to good things.
Berman (Photo: Screenshot, yes)
It's easy for us to get used to good things so it's worth mentioning where we were recently. Only in 2012 did the second authority receive dozens of demands to download a Bezeq advertisement claiming that it humiliates transgender people. In the video, Gidi Gov (yes, even then he was a presenter) talks on the phone with a friend and tells her: "Are you sure? Moving? Man? But how? She is terribly feminine. . It may be seen as an irony that the two commercials were produced by the exact same advertising agency, Adler Chomsky, but I find this further proof of the tremendous perceptual progress the field has undergone in recent years. Transgender women are no longer "repressed" in a campaign that appeals to the general public, but its center, both the heroines and the eyes of the public are raised up towards them.
I can only imagine how that transgender girl feels when she sees the beautiful and impressive Berman galloping on a silver bus in the middle of the desert.
What a difference between that and the days when transgender women were invited to Dan Shilon's circle as a curiosity or "just" met Eyal Berkowitz for a session asking questions about their gender adjustment.
Such purists will say that changes need to happen didactically, with a regular curriculum in which every boy and girl will receive all the information about gender already in elementary school.
But in a country where the power of the rabbinical establishment is so strong, the power that one campaign of a commercial company has is worth a thousand curricula that will not be implemented.
Tremendous progress.
Berman (Photo: Screenshot, yes)
Make no mistake, our road here in Israel is still long. While Berman is getting his first campaign for a transgender woman, the international cultural world has been in a much more advanced discourse on gender for the past two years. A growing line of actors, singers and artists are coming out of the binary box and announcing that they are not part of the dichotomous definition of a man / woman but prefer the nickname "they" (They in English). These are not fringe people, but first-rate pop creators like Sam Smith or Halsey and it's amazing to see how quickly the media aligns with this request and treats any news about them as "their new album" and not "his / her".
And on the fringes of this important moment should be mentioned another campaign, less groundbreaking but still significant.
The choice of a leading bank in Israel to take Mickey Bogenim as a presenter for an advertisement for one of its investment tracks is also not self-evident.
Boganim, one of the most successful and well-known makeup and grooming people in Israel, is not the heteronormative "gay" that the audience at home is used to seeing on screen.
Those who divide the world into male and female will find it very difficult to put it into a box and I am also talking here about the inner homophobia of the proud community.
True, Asi Ezer and his partner have long promoted a large insurance company, but they display masculinity that is easier for people to accept.
Boganim brings with it an uncompromising and unapologetic queer presence and the fact that it promotes the most sloppy and boring product in the world, is a celebration in itself.
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