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This Brooklyn family’s Hanukkah celebration is all over New York’s subway
(New York Jewish Week) — For photographer and Instagram blogger Mordechai Rubinstein, seeing his face plastered all over the subway this holiday season has been an unexpected delight.
Rubinstein is decidedly not a dermatologist (a la subway-famous Dr. Zizmor), nor is he hawking subscription meds or beauty products. Rather, Rubinstein is featured in Nordstrom’s prominent “Make Merry” holiday campaign, where he’s seen celebrating Hanukkah alongside his wife Sara Brown-Rubinstein and their 5-year-old daughter, Isabella.
The ads have been prominently displayed in subway and bus lines across the city. “We first saw it in the wild — we didn’t even know until people started sending us pictures,” said Rubinstein, who assumed the family photo shoot, which happened over the summer in their Greenpoint, Brooklyn home, would be used exclusively on social media. “It was a huge surprise, I don’t know how else to say it.”
The ads spotlight the family of three eating latkes and lighting the menorah together. Rubinstein — who’s known to his 127,000 Instagram followers as @mistermort and describes himself in his bio as “SHMUCK AT LARGE, GARMENTOLOGIST, ANTHROPOLOGIST, photographer, photojournalist and author” — wears a bright pink sweater over a floral shirt and mustard pants, completing the look with a green knit kippah. Meanwhile, Sara and Isabella keep it more simple, wearing a black sweater and white maxi skirt, and a blue and white dress, respectively.
Each member of the family lights their own menorah on Hanukkah, the couple said. (Courtesy of Nordstrom)
The campaign features other notable New Yorkers celebrating the holidays, including actress Christina Ricci and her hairdresser husband, Mark Hampton, and actor and singer Leslie Odom, Jr., his wife Nicolette Robinson and their two kids. (Actress Robinson is Jewish, and though the Nordstrom ads mostly focus on their family’s Christmas situation, there is also a menorah in the photos.)
“When they came to us for the project, we actually didn’t realize how public facing it was going to be,” Brown-Rubinstein, an interior designer for Ralph Lauren stores, told the New York Jewish Week. “But we love Nordstrom and everything they stand for, and we feel like we’re just a great team of people. They are always featuring such great people from different communities and we love working with them.”
For the shoot, the couple said they had nearly complete creative control — they picked out the decor, food, prayer books and outfits they would be wearing for their pretend Hanukkah party.
“Everything was kosher, obviously. It’s pretty sick to have our yarmulkes and latkes in a Hanukkah ad and not some wack pajamas,” said Rubinstein. “They [Nordstrom] let it be authentic to us.”
Even the latkes — which one observer likened to a hockey puck — are legit: they brought them in from Russ and Daughters, Brown-Rubinstein said.
“Inclusivity is important to us as a company, and we know it is something our customers value too,” Red Godfrey, vice president of creative at Nordstrom, told the New York Jewish Week via email. “Our campaign spreads cheer by showing the real human connection through warm and intimate moments shared amongst loved ones in their most personal settings.
“We aimed to capture the authenticity of real families making merry together and giving us a glimpse of what the holidays look like in their homes,” Godfrey added.
Rubinstein is part of the Lubavitch community and was raised in Rhode Island, Maryland and Brooklyn — his parents now live in Crown Heights. Brown-Rubinstein, who grew up in Connecticut, attended Modern Orthodox synagogues as a child, but now considers herself more culturally Jewish. The couple is dedicated to raising their daughter with a strong Jewish identity.
“I’m Lubavitch — I live for mivtzoim,” Rubinstein said, referring to Chabad’s outreach to less observant Jews, such as the practice of Chabad emissaries asking New Yorkers on the street if they are Jewish during Sukkot and inviting them to shake the lulav.
Rubinstein said the experience of representing and reaching out to other Jewish New Yorkers via the Nordstrom campaign felt very similar. “It’s an honor,” he said.
Alongside the ads, Rubinstein collaborated with Nordstrom to design two handmade, luxury menorahs in the shape of a car and a truck that can be purchased on Nordstrom’s website for a cool $585 and $800 each.
Mordechai Rubinstein and Sara Brown-Rubinstein live in Greenpoint with their daughter Isabella and are committed to creating a Jewish life for her. (Courtesy of Nordstrom)
The couple also curated their ideal holiday entertaining items on Nordstrom’s website, including menorahs, cutlery, dishes, and other gifts and shared their Hanukkah traditions with Nordstrom, which include making a latke recipe courtesy of Rubinstein’s sister, Chani.
Now that the eight-day holiday is officially here, the family, just like in year’s past, will light their own menorahs; eat latkes, sufganiyot and gelt; and spend time with family and friends at Hanukkah parties.
Though they have worked with Nordstrom before on a Father’s Day campaign, this is the first time the Rubinsteins have showcased their Jewish identity in such a public, outward-facing way.
“I’m like, very Jewy — I’m the most Jewish,” Rubinstein said. “I love sharing when I’m in Crown Heights with my family, or on Jewish holidays and stuff, I try to share as much as I can. But it’s not often that I get to incorporate it into work — like, never.”
“A big part of my work is documenting and capturing how people wear their clothes, so I’ll put up pictures [on Instagram] if I’m in Crown Heights or Hasidic Brooklyn. I’ll definitely photograph and post from there. But as far as modeling in a campaign like this, it’s something I’ve never really done. To be able to wear a yarmulke [in a campaign] is brand new,” he added.
Interestingly, unlike many American department stores — Macy’s, Neiman-Marcus, Bloomingdales and Bergdorf Goodman, to name a few — Nordstrom does not have Jewish roots. Founded in Seattle 1901 by Swedish immigrants who made their first fortune during the Alaskan gold rush, Nordstrom has been expanding ever since. They opened a seven-story flagship store on 57th and Broadway at the end of 2019.
“We’re proud to be a part of the community,” Godfrey said. “We’re particularly excited about the way this campaign is showing up in New York City and have received positive feedback from customers and local New Yorkers who are seeing the images on billboards, in the subway and on buses.”
For the couple, who met at a concert at now-closed Hiro Ballroom in 2007, the reactions to the ad from friends, family and strangers have also been their favorite part of the experience — a teacher at Isabella’s school called with excitement after seeing the family’s photos on the subway. Even strangers have taken to posting and tagging Rubinstein on Instagram when they see spot the ad.
“It’s really been very heartwarming, so many we haven’t spoken to in a long time have reached out,” Brown-Rubinstein said.
The family hasn’t seen the ad all together yet — Brown-Rubinstein and Isabella rarely take the subway — but Rubinstein said he travels on the train specifically so he can see it. “All I want is to get my family in front of the picture of ourselves on a city bus framed,” he said.
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Antisemitism and ‘The End of History’ That Never Came to Pass
Roses are placed on a sculpture of Mikhail Gorbachev in memory of the final leader of the Soviet Union, at the “Fathers of Unity” memorial in Berlin, Germany August 31, 2022. Photo: REUTERS/Lisi Niesner
In the summer of 1989, a few months before the Berlin Wall fell, a political scientist named Francis Fukuyama published an essay that came to define a new understanding in the West.
Titled simply “The End of History?”, the piece described the defeat of fascism in World War II and the collapse of the Soviet Union and its socialist ideology. It appeared that Western liberal democracy and free-market capitalism had won the ultimate battle of ideas — at least for the moment.
Events in recent years have proven this thesis false. History didn’t end — and Fukuyama probably knew it never would. The battle of ideas will always return, and in many ways, it never went away.
During the last 40 years, Western civilization, capitalism, and nationalism have been under attack. Likewise, bigotry against Jewish people never went away. There is nothing new under the sun about Jew hatred except the delivery system. The traditional engines of antisemitism have largely been supplanted by a new engine: the social media algorithm.
The stark, un-sugar coated reality is that the Jewish people have been abandoned, and the illusion of modern safety is quickly eroding.
What stings the most is the profound sense of betrayal from communities that the Jewish people poured their hearts, souls, and resources into elevating.
Over the last century and a half, the Jewish community played an outsized, foundational role in championing civil rights, fighting alongside the African American community, the feminist movement, driving progress within academia and LGBTQ rights.
To watch significant factions of those exact same groups turn their backs, stay silent, or actively fuel hostility today is a heartbreaking reality to reckon with. It sends a crystal-clear message that must be internalized immediately: there ought to be a stricter balance between “fixing the world” and tending to the survival of one’s own community.
One cannot control what is outside one’s control, but one can focus on what is in their control.
The era of relying on the world’s collective conscience is officially over, and the path forward must be primarily inward, focused on self-reliance, self-defense, and resilience. It requires an unrelenting effort to tell our story and win the war for hearts and minds. We must unflinchingly call out the blatant hypocrisy of institutional and communal betrayal, as difficult as that may be.
It is no longer sufficient to excel exclusively in the boardroom or the classroom. True self-preservation demands a willingness to face physical reality. Security cannot be guaranteed by others, and protecting families and institutions means prioritizing physical fitness and the practical readiness to defend oneself on the streets, in schoolyards, and at the workplace.
With traditional institutions increasingly failing to offer protection, self-reliance becomes an absolute necessity. We must look at past fair-weather allies and actively seek new partners who offer mutual respect and reciprocal support. Survival and resilience demand that the Jewish community adapt, unite, and lead from a position of strength.
The peaceful illusion of “The End of History” never arrived; the battle of ideas has returned, and we must be ready for the fight.
Daniel M. Rosen is the chairman and Co-founder of IMPACT, a 501c3 dedicated to organizing, empowering and mobilizing individuals to combat Jew hatred on social media and beyond. He is a regular contributor to The Jerusalem Post, JNS, Times of Israel, Israel National News, The Algemeiner, and other publications. Follow us at @joinimpactnow
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Why Do We Read the Book of Ruth on Shavuot?
Shavuot. Ruth in Boaz’s Field by Julius Schnorr von Carolsfeld, oil on canvas, 1828; National Gallery, London. Photo: Wikipedia.
All Biblical festivals and special days relate to time — whether it is daily, monthly, annually, or seasonally. Awareness of the natural world comes with awareness of oneself, our transience, and the ups and downs of life. Who are we? Where do we belong? All of this is the core of religious life, which helps us to live in the world in the best way that we can.
Shavuot started as a harvest festival. There are three. Pesach is the first, with the earliest barley crop. Shavuot celebrates the beginning of the wheat and fruit harvests. And Sukkot is the culmination of the agricultural year and the celebration of water and rain, which are essential for a successful agricultural year.
But as we became less and less of an agricultural society, other themes emerged to add to the message of Shavuot specifically. The rabbis added the theme of Torah. But why, then, did the rabbis choose the Book of Ruth to be read on Shavuot?
It is set against a background of harvests — and how unpredictable they can be. The failed harvest caused the emigration of Elimelech’s family from Israel. Then the cycle turned, and rich harvests in Israel enabled Naomi to come back. Ruth decides to stay with Naomi and become part of the Israelite people. In Ruth’s magnificent declaration “Where you go, I will go. Where you stay, I will stay. Your people are my people, and your God, my God … only death will separate us.”
The Book of Ruth illustrates the choices people make and their consequences. To leave. To come back. To change one’s religion and nation. To act with love and care. To be charitable and kind. The goodness of a person rather than genealogy or status. It displays the redemptive powers of women. But it also recognizes the drawbacks of societies, class systems, levels of wealth, and the limitations of conventions and rules.
But Naomi and Ruth are destitute. Biblical laws required redemption. When a family fell on hard times, and sold their property, the relatives had a legal obligation to redeem the loss and try to reinstate them. The poor also had legal rights to glean fields as they were being harvested, and landowners had to leave corners of fields to the poor, all the poor, even foreigners.
The Torah set the tone for a just society, one that guaranteed that the weakest and most disadvantaged would be helped. If the Torah imposed commandments that connected humanity with God, it also required, just as much, that humans connect with each other. As the Prophet Yeshayah said repeatedly, God wants kindness more than sacrifices or hypocritical prayers.
The most popular explanation of the link between Shavuot and Ruth is that Ruth actually chose to live a life according to Naomi’s Israelite customs and ideals. She made the commitment that the Israelites made at Sinai. As Boaz said to her when he met her, “May the God of Israel, under whose wings you have come to trust, reward you.”
It does not matter where you come from as much as who you are. And this challenges us to think about what our commitments are today, and what we value and spend our time on.
Ruth’s story is of how life is unpredictable and often tragic. And yet, through human kindness — which the Bible stresses — we can find redemption and build a better world.
That’s true no matter what is happening around us; the Torah’s messages for us and our people are as important today as ever.
Happy Shavuot and Chag Sameach.
The author is a writer and rabbi, currently based in New York.
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The Limits of Campus Solidarity: Why Are Some Issues Seemingly Ignored By Campus Activists ?
Student activism on university campuses often presents itself as part of a broader global struggle for human rights and liberation. Students organize campaigns and protests under the belief that they are standing on the side of justice. Universities themselves have also long been spaces where political movements grow, and where students engage with wider global issues.
But if campus activism is truly rooted in the goal of human rights, it is worth asking why some movements receive enormous attention while others receive little to none.
Activist movements often present themselves as universal movements for justice, but in practice they are shaped by ideology and institutional campaigns. This does not necessarily invalidate these movements, but it does challenge the idea that campus activism is merely a neutral response to injustice.
An example of this contrast can be seen through the differences between campus mobilization around Gaza, and the relative absence of sustained activism in support of issues like the situation in places like Sudan — and also in Iran, including supporting Iranian students who actively protest their own government.
At the University of East Anglia (UEA), as at campuses across the UK, the past number of years has brought visible and sustained pro-Palestine organizing with protests, encampments, and marches of more than 400 students calling for divestment. It also involves motions brought before the Students’ Union resulting in a longstanding institutional boycott policy against Israel.
Over the same period, Iranian students and civilians have protested against the political repression and government-sponsored violence in Iran, most noticeably during the “Women, Life, Freedom” movement. This past January, it’s reported that tens of thousands of innocent protestors were murdered by the regime, and many more were jailed.
Yet at UEA, as at most British universities, this did not translate into encampments, sustained protest weeks, or motions to the Students’ Union. The same is true for many other conflict areas around the world — and the contrast is difficult to ignore.
The point here is not that students should protest every global issue equally. That would be unrealistic. Student movements naturally focus on certain causes more than others. But this contrast does raise an important question: what determines which global issues become campus movements and which do not?
I believe part of the answer lies in activist infrastructure. Some causes already have established student organizations and national campaigns with clear institutional mechanisms. At UEA, campaigns related to Palestine, for example, often involve established movements such as Boycott, Divestment and Sanctions (BDS), which provide students with clear actions to take, such as lobbying student government and hosting annual protest weeks where official language is promoted. There are funding networks and experienced organizers behind the scenes who help translate political concerns into sustained campus activism.
By contrast, Iranian dissident movements do not have the same level of organized support. There are fewer established student campaigns, fewer institutional demands directed at universities and fewer organized networks translating concern into campus activism. A student at UEA who wanted to organize meaningfully around Iran would find considerably less infrastructure available to them than one organizing around the Israel-Palestinian conflict.
Another factor may be related to how students interpret global politics more broadly. On many campuses, political activism tends to be framed through narrow ideas like decolonial theory and the history of Western imperialism. Within this framework student activists tend to focus on issues where Western powers are seen as solely responsible for global injustice. Whether this is introduced or sustained in classrooms or in college group meetings is a subject for another piece, but in this context it doesn’t really matter.
What this contrast suggests is that campus activism is not guided by moral principles alone, but is instead shaped in large part by the existing political frameworks.
Recognizing this does not require assuming bad intentions on the part of student activists. Many student movements are motivated by genuine concern. But like all political movements, individuals must be wary of manipulation and groupthink.
Individual action and anger become tools for someone else’s ideas, so it’s important that we are all responsible with what we choose to put our energy towards. If campus activists at UEA claim to stand for universal human rights, then they must also be willing to ask the difficult question of why some struggles seem more important than others.
Skye Phillips is a final year International Relations and Modern History student at the University of East Anglia in Norwich, England. She is a 2025/6 fellow for CAMERA. Opinions expressed are those of the author and do not necessarily reflect those of CAMERA.

