A new campaign ad by Justice Minister Ayelet Shaked signals that this time around, only the far right is talking about democratic norms — and how to undo them. Does the opposition have a response?
Of all the aspects of political campaigns that voters love to hate, none is more maligned than the political advertisement. The term “30-second spot” has become synonymous with dumbing down, mudslinging, and manipulation of political campaigns ever since the Daisy Ad.
But punchy ads are great. They can help de-code the strategy each party has chosen, and short scripts packed with narrative are enormously revealing about the country’s electorate, seen through the eyes of the candidates. Political campaigns are us, the voters, reflected back to ourselves – even if we don’t like what we see.
This week, Israelis looked into the campaign mirror and saw Justice Minister Ayelet Shaked, with the ad that launched a thousand memes and at least as many headlines. In just 44 seconds and with only five essential words, Shaked redefined democracy in Israel.
In a mock-up of the familiar “Obsession” perfume ads, a vixen-voiced narrator lists the minister’s policies to weaken and restrain the Israeli justice system. “Judicial revolution,” she purrs, “reducing [judicial] activism, appointing judges, governance, separation of powers, reigning in the Supreme Court.” The ad sarcastically refers to these policies as bottled “fascism.” Shaked then lifts a bottle of perfume towards her face, sprays and utters the five critical words: “Smells like democracy to me.”
The ad crystallizes a bitter divide of this election that has bubbled below the surface for years. Shaked didn’t just say “the court needs to be restrained” or “I’m against judicial activism.” She said that these positions are democracy itself.
On one side of the divide lies Israelis who believe that the Supreme Court is among the most important state institutions, an essential check on other branches of government. They view the assault on the court by right-wing governments of recent years as an attack on democracy itself.
The other camp views the court as an unelected leftist group of elites, who uphold human and civil rights of minorities – even Palestinians. This side is not necessarily against human rights – there are few complaints when the court rules against accepting evidence of Jewish suspects whose rights were violated in the process. It’s the...Read More