Did you worry about Margie?

The joke in the Yes commercial is at the expense of Noa Kirl

It is not Kiral who exploits Yes, but the opposite: the character of the popular star in Israel is repeatedly portrayed in fantasies that have in common an insensitivity to the represented, and in the process also gives up her private life

Walla!

culture

30/11/2021

Tuesday, 30 November 2021, 10:26 Updated: 10:32

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Noa Kirl replaces the ex with an advertisement (NOW Avi Avishag)

Private life is also for sale.

Noa Kirl in the Lis advertisement (Photo: Ohad Romano)

Every advertisement is meant to sell, and every celebrity has what he brings with him to the advertisers who hire his services, but in Noa Kirl Weiss' essay, life and gossip - and not the product - are the raw material from which gold is produced.

From a "humorous" but actually detached, arrogant and unconscious stance, the TV company and pop star has already celebrated in previous commercials about her military service and the Corona. Now, in the new and talked-about commercial - the well-publicized parting of the singer from the ex Jonathan Margie is also becoming a nasty repression, which is translated into promotion, that is, money. This is the deep meaning of commercialization: private life is also for sale.

In the commercial, Kirl sings a parody of Aviv Geffen's "We Are Both Equal," alongside a Puerto Rican singer named Lunai, who looks almost like Margie's double in appearance and body language - and to viewers this joke is perfectly clear and has no other layer.

The two are supposedly arguing about what to watch on TV, while playing characters from Yes series such as "The Cook", "Stisel" and "Fauda" of course, where Kiral abandons her temporary lover at the mercy of the terrorists, and he is forced to explain in distorted Hebrew "I am not the guy she is Is talking. "

At the end of this romantic comedy, Kiral announces "now separate", and the narrator is quick to explain to us that all this is an excuse for a feature that allows viewing from separate profiles.

Do you understand?

Because of the breakup.

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To the full article

So we have a parody of Farewell and a parody of Margie (and also a parody of one of Aviv Geffen's iconic songs, and some TV series), and the line between reality and commercial has never been so thin.

It is confusing and embarrassing to the viewer, who is not sure he recognizes the differences between the original and the imitation.

In this cynical event it is clear that the only important thing is the speech and the storm, and not the product.

Many express empathy for Margie, who indeed goes through an absolute object here.

Drained from his personality, talent and voice, he becomes, through another person, a stand-in in Kiral Weiss's play, and participates - according to the publications on the subject, reluctantly - in a commercial joke at his expense.

But the truth is that the joke is mostly at Kiral's expense, which is what's so sad here.

It is not Kirel who exploits Yes, but the opposite: the character of the popular star in Israel is repeatedly portrayed in fantasies that have in common a lack of sensitivity towards the represented, and in the process also gives up her private life.

And when even a private interest like companies and a breakup are sold at a high price, what is left of the seller?

• culture

• TV

• direct watch

Tags

• Noa Kirel

• yes

• TV review