Vintage hairdresser
Housing project commercial criticized for being racist, offensive
Commercial for construction firm Elad Israel's TLV Park housing project in southern Tel Aviv taken down after criticism it seemingly includes 'all stereotypes and prejudices in Israeli society.'
A commercial by construction firm Elad Israel to market its new TLV Park housing project in southern Tel Aviv was taken down amid criticism it was offensive, racist and disrespectful to people who live in the periphery and particularly to Mizrahi Jews.
The commercial features a young Tel Avivian couple, Efrat and Omer, who left the city because of high rents and "because of the child. Not ours, the landlord's, who wanted to move into the apartment," they explain in the commercial.
They move to "the green Ganei Gan" where they praise their new place of living, with the emphasis on the fact they are clueless about how bad their new home is.
The young Tel Avivian couple
In one scene, they explain with a straight face how central the place they chose to live in is. "Only three bus changes and you're in Modiin," and "Only 11 hours (flight) from New York. Watch two movies and you're there."
In another scene a man runs past them on the street as he is being chased by two burly men, and the couple talks about the "new running groups trend that's catching on."
The local hairdresser has a big mustache, a shirt from the 70s and an ancient hair dryer. "So vintage," Efrat says enthusiastically, only to learn the hairdresser gives the same red bob haircut to all of the women in the neighborhood.
Vintage hairdresser
There is also a gag about the local kindergarten, which has a Mizrahi teacher who dances with the children to cheesy pop music.
The local restaurant, meanwhile, serves only deli meat sandwiches.
Criticism on social media focused on the fact the commercial seemingly includes "all stereotypes and prejudices in Israeli society," according to Mirit Mashiah, a real estate professional.
Elad Israel, a construction company owned by business magnate Yitzhak Tshuva, said in response to the criticism that "The TLV Park project is a young and fresh alternative for a public that is looking to live in Tel Aviv for attractive prices. The commercial is done humoristically, and it's a shame the heat of the summer is driving some people crazy."
