Instead of discussing the issues that lead to the ongoing decrease in army enrollment, the powers that be have decided to embark on a campaign that aims to shame Israelis that did not enlist, and emphasize the superficial shared experiences that connect Israelis who did serve.
Having served in the IDF myself, I think I earned the right to say I find this campaign to be quasi-fascist on one hand and super-shallow on the other – an all out war on secular middle-class Israelis.
Only in a newborn democracy would the government dare to attack a portion of its citizens without ever opening the subject for real debate: in the commercials you would not find a single governmentally-exempt Orthodox Jew, nor a single sexually-harassed female soldier, nor a single MoD-ignored PTSD veteran.
Here is one of the TV spots of this campaign:
Here is a spoof ad that was recently released by a group of brave Israelis (with less than brave acting skills) in an effort to open the subject for debate:
Hat tip to Mizbala.