How do you make a point that has needed to be grasped by its audience for decades – but hasn’t been?
Baumann Ber Rivnay Saatchi & Saatchi has used the most authoritative voice in Israel and the most honest voices. In its PSA, Kids Never Lie – The advertising convention, Israeli president, Reuven Rivlin, and six Israeli children put the Israeli advertising industry’s typecasting practices to shame.
The mechanics of the ad are simple. Rivlin asks a group of children to guess which of a board of faces they think are a writer & poet, a lawyer, a university teacher and a minister in the Israeli Government. Invariably, the children choose white Caucasian faces.
But Israel, like Australia, the US and the UK, BBR S&S notes, “is a melting pot. A country of immigrants who came from many different countries and cultures. A country where East meets West. A country where Ashkenazi Jews (from western countries), Sephardic Jews (from Arab countries), Ethiopian Jews, Arabs and Christian coexist but do not always do so on an equal standing. And while Israel is a country loaded with baggage on discrimination (having experienced it firsthand), we are ashamed to say we are a country in which bias and prejudice still exists.”
In Israeli advertising, the white Caucasian, blond, blue-eyed stereotype still reigns supreme.”
“You will be hard-pushed to find a black Ethiopian kid starring in a commercial let alone an Arab – unless it’s for purposes of typecasting him in various unflattering roles,” the agency added.
“But the job of advertisers, in our minds, is not only to reflect a country’s culture and values. Quite the opposite. Advertisers have a responsibility to help shape the culture they live in and mold people’s behavior for the better. The way we see things at BBR Saatchi & Saatchi, the industry has a proactive role to play in levelling the playing ground, abolishing prejudice and blowing up the glass ceiling.”
And so, BBR worked with Israel’s president to create the industry’s first Advertising Charter. The Charter, signed by all of Israel’s ad agencies, was launched at Israel’s annual advertising awards, together with a new category award for all inclusive advertising. It will dictate the future code of conduct for Israeli agencies and advertisers alike.
Agency: BBR Saatchi & Saatchi
Chief Executive Officer: Yossi Lubaton
VP Content & Production: Dorit Gvili
Chief Creative Officer: Idan Regev
Creative Director: Kobi Cohen
Creative Concept: Dorit Gvili
Creative Team: Avner Rassel & Shiran Damari
Supervisor Strategic planning: Zemer Doron
Account Executive: Mor Aharon
Producer Manager: Bosmat Ben David
Creative Coordinator: Eva Hasson
Traffic Director: Ronit Doanis
Directed and edited: Or Ron