Yehoshua TBWA will be the first Israeli advertising agency to screen an Israeli ad during the Super Bowl - the US National Football League (NFL) championship game.
The Super Bowl, considered the highest rated televised event in the US, is watch by 100 million people. Buyers of advertising time during the game include major companies like Doritos, Pepsi Cola, Cheerios, Chrysler, etc.
The Super Bowl has already featured advertising campaigns by Israel brands, such as SodaStream International Ltd. (Nasdaq: SODA) and Wix.com Ltd. (Nasdaq: WIX), but these campaigns were prepared by foreign advertising firms.
Yehoshua TBWA VP creative director Maya Kerman is leading the advertising spot, which is based on a sophisticated combination of media and creativity. The spot, which advertises Israel hotel brand Fattal Hotel Management Ltd., includes a 30-second broadcast spot and a teaser distributed on the Internet before the Super Bowl.
The ad invites the viewers to clear their heads of football after the game, known to be very intensive and emotional for people in the US, by reserving a vacation at the Israeli Fattal chain's luxury Herods hotels, where no one knows anything about football, but they know all about hosting guests.
Published by Globes [online], Israel business news - www.globes-online.com - on January 29, 2015
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