American Express, one of the biggest credit card companies in the world, is obviously not using its money that well. Otherwise, how could you explain them hiring the ad agency that made the ad below.
Three pictures, one on top of the other, of hummus, swimming in the Dead Sea, and army boots, and one question splashed across it that asks Facebook readers: “What is an Israeli moment for you?”
American Express ad on Facebook
Let’s just say, none of the comments left on the site were probably what the advertisers had in mind. If I had the time and money, I’d translate as much as I could, but I’ll just chose a few:
Lihi Bokovza: Seeing as how: 1)Hummus is actually Arab, 2)We didn’t invent the sea, 3) most Israelis would prefer to go dodge the draft, I’d say your argument is invalid
Maor Faintoch: To go to the cinema, to be happy that for having American Express I get the second ticket for free, to go back home and find out at the end of the month that it was actually instead of credit points and that nobody told you that ahead of time.
Uri Sternfeld: It’s a bit funny that a credit card company called American Express is asking us what’s Israeli in our eyes.
Gily Stein: Apparently to die and lose loved ones in a war we opposed and that broke out over interests that were not meant to better our lives. And the public transportation is unbearable.
Alon Nissan-Cohen: The most Israeli moment in my eyes is that an ad agency asks what is Israeli in my eyes to invoke certain emotions in me that are based on national belonging, and the connection between the brand that is is marketing to those emotions, so that when I am confronted with the economic decision of chosing which credit card company to use (if at all), I will make a less rational choice, based subconsciously on those emotions.
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Kolumn9
Ask a stupid question, … I am guessing this piece of marketing brilliance is the result of someone in New York coming up with an idea and ramming it through the Israeli office. As some of the later comments mention, complaining and cynicism are the most Israeli things as the comments most certainly display.
Bluegrass Picker of Afula
…still waiting to see any ==evidence== that the ad backfired. People jumping up and shouting about how yickky American Express is…. what they wanted. “Say anything you want, but spell my name right”.
joseph netz
Not that I don’t like ads, I actually hate them, but in this particular case, it’s not as bad; Humus, even though is of Arab origin, is by all means considered an Israeli cuisine. Some may like it, some not. The Mediterranean is stretched all along our country and the beaches, even though quite a few of them have been robbed by private Real Estate companies, are very popular in Israel, now as for army boots, these are very debateful. It brings back no good memories to my mind. But then, I’m sure some people just adore the military service.
Mareli
Hummus is of Arab origin, as are some Israelis – approximately 20% of them.