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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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9 Israeli Soldiers Injured in Lebanon Fighting, 2 in Serious Condition
Two IDF soldiers. Photo: IDF.
i24 News – Two Israeli officers were seriously wounded and seven additional soldiers injured in two separate incidents in southern Lebanon, the Israel Defense Forces (IDF) said.
According to the military, the first incident occurred during the morning hours amid an encounter between Israeli forces and armed militants operating in the area.
During the engagement, an anti-tank missile was launched toward deployed troops, which the IDF said was fired by Hezbollah operatives. Two officers were struck in the attack, with one sustaining serious injuries and the second moderately wounded.
A second incident took place overnight in a separate sector of southern Lebanon, when Israeli forces operating in the area came under rocket fire. In that strike, one officer was seriously wounded and six soldiers were moderately injured, the IDF said.
The incidents come amid ongoing cross-border hostilities between Israel and Hezbollah, marked by repeated exchanges of fire and periodic ground confrontations in southern Lebanon.
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Report: Some 30 US Troops Injured in Iranian Attacks on Prince Sultan Air Base in Saudi
Screenshot of video of Saudi Arabia’s Air Force intercepts Iranian drones over Saudi airspace. Photo: Saudi Defense Ministry / Screenshot
i24 News – Over 12 US troops have been injured in Iranian attacks on a Saudi air base in the past week, the Associated Press reported on Saturday citing two people who have been briefed on the matter.
On Friday, the Islamic Republic launched six ballistic missiles and 29 drones at Saudi Arabia’s Prince Sultan air base, wounding at least 15 troops, including five seriously, according to the sources who spoke to AP on the condition of anonymity.
US officials initially reported that at least 10 US troops were injured, including two seriously wounded.
The base had come under attack twice earlier this week, including an incident that injured 14 US troops, according to the people who had been briefed on the matter.
Located some 100 kilometers from the Saudi capital of Riyadh, the base is run by the Royal Saudi Air Force, but is also used by US troops.
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At CPAC, a Generational Divide Over Republican Support for Israel
Gabriel Khuly, 19, and Joshua-Caleb Barton, 31, pose for a picture outside Generation Zion’s booth at the Conservative Political Action Conference (CPAC) USA 2026 at the Gaylord Texan Resort and Convention Center, in Grapevine, Texas, U.S., March 27, 2026. Picture taken with a mobile phone. REUTERS/Nathan Layne
When former Congressman Matt Gaetz opened his speech by aligning with a Republican faction “loyal to only one nation,” his message to the Conservative Political Action Conference was clear: It was a veiled swipe at perceived Israeli influence over US politicians, even without naming Israel outright.
A month into the US-Israeli war with Iran, Gaetz’s comments struck a discordant note at the annual CPAC event. They cut against calls for unity and exposed a growing Republican rift largely along generational lines, as younger conservatives increasingly question support for Israel.
That skepticism reflects a broader distrust of military intervention among younger Republicans, fueled in part by conservative figures such as Tucker Carlson, whose allegations of excessive Israeli influence on US policy have drawn accusations that he is stoking antisemitism. Carlson has repeatedly denied accusations of antisemitism.
The Iran war, including Israel’s role in it, emerged as one of the main flashpoints at CPAC, which for decades has served as a central gathering for Republican politicians and activists.
Jack Posobiec, a conservative commentator and online influencer, said age 45 is a dividing line, with the younger cohort more likely to question the party’s steadfast support of Israel.
“People want to paint it off as if it’s antisemitism, but I don’t think that’s what it is,” Posobiec told Reuters. “It’s just a question of: Why? What is the purpose of this relationship? And I hear that a lot from young voters.”
The issue has roiled the Democratic Party in recent weeks, with some lawmakers and primary candidates distancing themselves from the pro-Israel lobbying group AIPAC amid growing unease over Israel’s military actions.
It is now exposing fault lines among Republicans as well, turning off young voters who helped propel Trump to victory in 2024 and potentially complicating the party’s efforts to defend slim majorities in the Senate and House of Representatives heading into November’s midterm elections.
Noah Bundy, 17, and Ryder Gerrald, 18, conservative friends from Georgia attending their first CPAC, said they opposed the war with Iran and questioned whether the military operation put Israel’s interests ahead of America’s.
“I think they totally pushed us into a war with Iran,” Bundy said. “My whole family is military and none of us is really for it.”
“Our younger generation, we don’t like Israel as much compared to the older generation,” said Gerrald. He said he would prefer redirecting US taxpayer dollars toward domestic priorities, rather than spending to bolster Israel’s military.
EVANGELICAL SUPPORT FOR ISRAEL
The party’s pro-Israel stance, however, resonates strongly with evangelicals – a pillar of Trump’s political base – and with older voters like Harry Strine III, an 83-year-old CPAC attendee who was wearing a red “Make America Great Again” hat.
“Israel is God’s people,” Strine said. “The US was founded on the Judeo-Christian belief. I guess I’m a traditionalist.”
On the conference’s opening day, Rev. Franklin Graham said that, by striking Iran to protect Israel, President Donald Trump was like the biblical figure of Esther, a Jewish queen who, according to scripture, was elevated by God to save her people from annihilation in ancient Persia.
“I believe God has raised him up for a time such as this, like Queen Esther,” said Graham, a prominent Christian evangelist, invoking a core evangelical belief that the modern state of Israel represents the fulfillment of biblical prophecy.
But unease over the Iran war and rising gasoline prices has pushed Trump’s approval rating down to 36% – its lowest since his return to the White House – a Reuters/Ipsos poll completed on Monday found. Support among his core base remains strong, however, with 74% of Republicans backing the strikes on Iran.
The debate over Israel coincides with a broader Republican fight over the future of the MAGA movement and who belongs in it. Allegations of antisemitism flared at a December event organized by Turning Point USA, a nonprofit focused on promoting conservative politics. At its first national event since founder Charlie Kirk’s death, commentator Ben Shapiro criticized fellow conservatives for associating with figures like white nationalist streamer Nick Fuentes, who has praised Hitler.
In his CPAC speech on Thursday, Gaetz said he did not agree with Shapiro and other conservative commentators “that we have some sort of near slavish loyalty to a country in a faraway land,” an apparent reference to Israel.
He argued that conservatives needed to allow for disagreements and that “antisemitism isn’t hiding around every corner and in every bush.”
Visitors to the CPAC booth of Generation Zion, a nonprofit group that trains young Christians and Jews to advocate for Israel and to combat antisemitism, could pick up a sticker reading “Tucker Carlson Hates Me,” a rebuke of the commentator’s recent criticism of Christian Zionism and Israel’s alleged sway over U.S. politics.
Gabriel Khuly, a 19-year-old volunteer for the group, said that while the Republican Party has an antisemitism problem, it is driven by a small minority with an outsized voice online.
“The actual anti-Israel, antisemitic wing of the Republican Party, I think, makes itself seem a lot bigger than it really is.”