After American Jewish Outcry, Israel Ends Ad Campaign Aimed at Expatriates

By ISABEL KERSHNER and JOSEPH BERGER
NYT

JERUSALEM — One video advertisement shows a Jewish elderly couple distraught that their Israeli granddaughter in the United States thinks Hanukkah is Christmas. Another shows a clueless American boyfriend who does not get why his Israeli expatriate girlfriend is saddened on Israel’s memorial day. A third shows a toddler calling “Daddy! Daddy!” to his napping Israeli expatriate father, who finally awakens when the child switches to Hebrew: “Abba!”

For many American Jews, the Israeli government-sponsored ads, intended to cajole Israelis living in the United States to come home, smacked of arrogance, ignorance and cultural disrespect of America. Jewish groups in the United States expressed outrage, saying they were causing a rift with American Jews who support Israel. On Friday, Prime Minister Benjamin Netanyahu aborted the campaign.

The ads — short videos and billboard posters — were intended to touch the sensibilities of Israeli expatriates and tap into their national identity, according to the Ministry of Immigrant Absorption, which oversaw the campaign.

But critics said the ads implied that moving to America led to assimilation and an erosion of Jewish consciousness. The Jewish Federations of North America called them insulting. Abraham H. Foxman, national director of the Anti-Defamation League, called the videos “heavy-handed, and even demeaning.”

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