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What can be said about *the* doyenne of commercial television advertising in Israel, “Gimel” Yafit Greenberg, except that she is something of a baffling phenomenon! Just thinking about Gimel raises many questions, including but not limited to: why is she so ubiquitous? How did she manage to clone the same basic ad thousands of times over (changing only the name of the product) and become a multi-million shekel success? Why doesn’t her physical appearance match her first name (which means ‘beautiful’)? What exactly is she selling – the product or herself? How much longer will the public buy ‘the Gimel pitch’? Here’s just a small sample of Her Gimelness’ work for you to ‘enjoy’! 1. Bank Mizrahi-Tefahot mortgage – “one number for mortgages” (or is it “number one for mortgages”? Could be both!). Gimel shows us how simple it is to get the best deal for your mortgage with Tefahot. 2. Medici infant feeding bottle, featuring a cameo from Gimel’s daughter-in-law, Maya Yeshayahu! (although I don’t think Maya’s feeding her own son there) Apparently, it’s free of Bisphenol-A, a nasty little chemical sometimes produced during the manufacture of plastic products. 3. Dapei Zahav (Yellow Pages) and the “Keilu, D!?” (“Like, D!?”) campaign. Whether your shower’s on the fritz, or you need a good place to take out your date, or your bicycle’s caught a flat, Gimel has the answer to all three problems – d.co.il! (hmm, that background music seems awfully familiar. I’m really starting to feel a …
BRUTALLLLLLLL
This is hilarious. When I moved to Israel in 1999, I noticed this bizarre phenomenon immediately. “Diapers!? AND Yoghurt!? WTF!?” I was telling my hus’ about this (he’s never been to Israel, and, oh yeah, I’m back in America) and I said “You have to see this woman to understand.” Your write-up explains it perfectly. Thanks, Youtube!
I noticed Gimel not long after I popped in my very first tape from my friend into the VCR, even though I had no idea who she was then… Found her somewhat…intriguing…
ם.ם
סתם חופרת חח לא סובל אותה כל פעם שאני רואה אותה בטלויזיה אני משתגע בא לי להביא לה איזה בלון מים בראש חחח