The scarcity of drinking water in Israel has led its Water Authority to deal with it the only way it knows how: gather a few celebrities willing to donate their time and produce a couple of public service announcements. Upon watching the PSA featuring Bar Refaeli, something did not seem right, but it took me a while to find out what it was: her arm gets flapped six or seven times in six seconds!
Is Bar a bit dehydrated, or could it be that her organs are trying to leave her one by one? You be the judge:
After years of raving like a lunatic, my prayers have finally been answered: I just read in the newspaper today that the Israeli branch of WIZO, the Women’s International Zionist Organization established in 1920, will start an annual tradition of announcing the most chauvinistic Israeli advertisements created during the past year. The worst ad will be announced during International Women’s Day, but for now here are three of the top five candidates:
2008 – Mey Eden TV Ad – Bauman-Ber-Rivnay Advertising
Yes, we get it. It’s a Hebrew pun: an ad for a water dispenser which in Hebrew is called a water bar – so let’s book Bar Refaeli. We get it! Now, how do we get from here to the model’s crawling on the counter? Oh, yes, and let’s name it Easy, just to make sure everyone gets it.
2008 – ‘Free’ TV Ad – Lin & Lin Advertising
An ample bosom lady in the form of a snack bar tells a male snack that it is all natural so he can nosh freely. Also the Hebrew verb for nosh, Tenashnesh, is phonetically close to the Hebrew verb for fondling, Temashmesh.
2007 – Maxim Magazine Article – Israel Ministry of Foreign Affairs
In its July 2007 issue, men’s magazine Maxim featured a section called The Women of the Israeli Defense Forces. Believe it or not, this was paid for by the Israeli government as a way of introducing the country to young males who may only know it from the news. While the general idea is not without merit, the very notion that the State of Israel is in the business of pimping women, well that is pretty hard to stomach.
The other top two candidates announced by WIZO were a TV ad for Axe deodorant and a print ad for R3 condoms. The Axe ad, in my opinion, should not have made it to the list as the ad was not created in Israel, and the R3 ad must not have made much of an impact as I couldn’t find any trace of it.
Happy Women’s Day!
My talented sister muses in Hebrew about misogynistic Israeli ads on her Motek2 blog.
[singlepic id=141 w=320 h=240 float=right]Everyone is talking about Bar Refaeli these last couple of days. The 23 years old Israeli model can be seen on the cover of Sports Illustrated Swimsuit Issue of 2009, and everyone is making a big deal out of it. So much so, that today on Israel Channel 2, newscaster Oded Ben Ami interrupted an interview with newly elected female Knesset members, in order to show Bar Refaeli’s interview on yesterday’s Late Show with David Letterman – equating a model to members of parliament – because, well… they are all successful women. MK Tzipi Hotobeli was not amused and neither was I.
The new SI cover has Bar Refaeli in her signature pose: fingers towards crotch, about to take her bottom half off. You see, Bar likes to touch her crotch. A lot. Now don’t get me wrong, I like to touch my crotch as much as anyone else, it’s just that I don’t do it in pictures because I am not a moron. Like any intelligent person I know exactly what pointing at your groin signifies. But not Bar – oh no – Israel’s darling does not mind teaching millions of young girls how a woman needs to look and behave, and does not mind teaching millions of young boys what they need to crave and demand.
Now, as always, there are those who will accuse me of being a prude, claiming that sex sells and at the end of the day we are talking about a photo on a magazine cover. My answer to that claim comes in the form of a commemorative mosaic, a crotch retrospective if you will, of Bar Refaeli over the years – I call this work Get In My Pants – A Hallmark of Poor Taste:
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|How does a person change from this – into this?!
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