The term, Super Bowl ads, is one of the most searched terms this time of the year. The Hostages and Missing Families Forum couldn’t run an ad in the Super Bowl to seize that power to reach. Instead, it hacked the Super Bowl ad phenomenon with its campaign, Lifeshiftr.com, that could be reached by Super Bowl fans by search.
The campaign disguised as a Super Bowl ad calls on Americans to urge their representatives to support releasing 136 hostages held by Hamas for over 4 months..
The campaign, that has the “essential” celebrity, actor Michael Rapaport, seems to promote a life changing app – but not the kind you’d expect. In an unexpected twist, viewers realise as the commercial unfolds, that Lifeshiftr.com is more than your average “life-changing” experience, it’s a website that lets people automatically email their representatives and demand their support for the release of the hostages – not just changing their lives, but maybe saving them.
True to the Superbowl format, the company created two (very teasing) teaser ads:
…and a full 60-second commercial:
So far, over the span of just a few days, more than 100,000 letters were sent to elected officials in the US through the LifeShiftr.com campaign calling for the release of 136 hostages still held by Hamas.
In addition to Rapaport, the campaign is also being spread by family members of the hostages who initially appear in an influencer campaign seemingly promoting the Lifeshiftr app, before revealing themselves as relatives with loved ones still held captive in Gaza.
Family members include:
- Romy Cohen: twin Sister of Nimrod Cohen held hostage
- Moshe Lavie: brother-in-law of Omri Miran held hostage
- Tamar Eshet: cousin of Evyatar David held hostage
- Dekel Lifshitz: grandson of Oded and Yocheved Lifshitz held hostage
- Yarden Gonen: sister of Romi Gonen held hostage
- Gil Dickmann: cousin of Carmel Gat held hostage
- Shay Binyamin: daughter of Ron Binyamin held hostage
