One-Third Of Israel's Population Watches Its First Pro-Vegan TV Ad

16 September 2020

Israel's first ever pro-vegan TV ad is creating a whole lot of buzz! The ad shows a couple going to the butcher section of a supermarket and asking for lamb that is “extra fresh” and are shocked when they are handed a live lamb (nope, there's no gore and blood, so go ahead and watch it). A voiceover asks viewers to “make the connection” between the meat and the animals. The ad was created by an international non-profit organisation, Vegan Friendly, which is tackling the looming climate crisis by promoting plant-based diets and seeks to put an end to animal suffering.

To maximise the impact, the commercial was aired during the current season finale of 'Survivor' (Israel), which is one of the most-watched series in Israeli television history. The ad was aired during the sought-after 'golden commercial break' of the show's final episode that had total country viewership of 35%. That means, one in every three Israelis viewed the message that urged them to 'make the connection'.

In the end of the ad, the narrator says, “You’re not really surprised. More than a million Israelis have made the connection and stopped eating animals.” The narrator then states that information on how to get started on vegan diet can be found if you search 'Make the connection' in Hebrew on Google.

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