The lingerie brand Femina is launching a campaign featuring supermodel Bar Refaeli, with an investment of NIS 1.5 million. The campaign will be set to the classic "Bitter Sweet Symphony" by The Verve. Tal Kaduri, Vice President of Marketing, stated, "It's important to maintain the message that a woman should be confident in herself and her body."
Simultaneously, the car importer Colmobil, managed by Yaniv Shirazi, is launching a campaign featuring comedian Reshef Levi, with an investment of NIS 3.5 million. Vice President of Marketing Yuval Gur said, "The campaign includes branding, a gender-inclusive language, a new logo, and additional services like 'Colmobil with You 24/7' and a drivers' academy."
According to Shirazi, "The strategic initiative we are leading reflects our commitment to providing our customers with a comprehensive and excellent service experience over time, emphasizing our core values: professionalism, reliability, and care. It was important for us to use a gender-inclusive font to express the absolute equality we offer to both women and men."