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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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Stop Platforming Bigotry and Hate: We Can’t Build Bridges with Destructionists
US Rep. Alexandria Ocasio-Cortez (D-NY). Photo: Mike Jourdan/Flickr.
A society that cannot distinguish between a critic and a destructionist is a society in the process of dismantling itself.
For decades, the leaders of Western institutions — universities, legacy media, and political think tanks — have operated on the Liberal Consensus Model. This model assumes that every stakeholder, no matter how radical, ultimately wants a seat at the table to negotiate a better version of the status quo.
But we are currently witnessing the total collapse of this assumption. Institutions are mistaking a siege for a negotiation.
The “Destructionist” does not want a seat at the table; they want to use the wood for kindling. When an institution offers a “bridge” to someone whose starting premise is the dismantling of liberal democracy or the erasure of a people, they aren’t practicing “inclusion.” They are providing a tactical ramp for an assault.
This is not a “Left” or “Right” problem; it is a vulnerability of the center. Across the political spectrum, we see the same mechanics of “laundering” at work — where moderate leaders trade their institutional credibility for access to a radical’s megaphone.
On the left, we see the normalization of figures like Hasan Piker. When the “Pod Save America” crew or politicians like Alexandria Ocasio-Cortez (D-NY) treat Piker as a “bold youth voice,” they are signaling that his destructionist starting points — such as supporting the eradication of Zionism — are within the bounds of a reasonable democratic coalition.
They frame it as “outreach,” failing to realize that they are importing eliminationist rhetoric into the heart of the mainstream.
On the right, the rot is equally visible in the laundering of Tucker Carlson. When Kevin Roberts, President of the Heritage Foundation, or politicians like Vice President JD Vance defend Carlson even as he platforms Holocaust revisionists and Nazi apologists, they are breaking a decades-old covenant. By framing Carlson’s descent into conspiratorial bigotry as “challenging the establishment,” they are laundering a brand of hatred that was rightly ostracized from the movement generations ago.
In both cases, these “bridge-builders” suffer from a form of institutional narcissism: the belief that their own empathy or political utility is powerful enough to transcend a destructionist ideology. They believe they can negotiate a floor plan with an arsonist who has already lit the match.
It is common to lump these figures in with Joe Rogan, but the distinction is critical for understanding where our accountability must lie.
Rogan is a private citizen having a public conversation. While he causes undeniable material harm by uncritically platforming bigoted views –and we should absolutely pressure him to do better — he is fundamentally only representing himself.
Conversely, we must hold the Ezra Kleins, the Jon Favreaus, and the Heritage Foundations to a far higher standard because they represent institutions. When a gatekeeper stops guarding the gate on behalf of an institution, the gate ceases to exist. Rogan is a symptom of a culture that finds fire interesting; these institutional leaders are the architects who were supposed to be building the firewalls. Their failure is not just an error in judgment; it is professional malpractice.
The solution is not state-censorship, but a renewal of communal self-respect. We must re-learn the lesson of how we defeated the KKK: we didn’t “win the debate” at a shared seminar; we made the white hood socially disqualifying.
The path forward requires a two-fold strategy:
1. Enforce “Social Jail”
We must return to a model of principled ostracization. If your starting point is the destruction of a people or the subversion of the democratic covenant, you belong in “social jail.” This is not “cancel culture” — which often offers no path back — but a boundary. Social jail allows for repair. When an individual renounces the destructionist framework and demonstrably accounts for the harm they’ve advocated through public renunciation and restorative action, the door can be reopened. But until then, the line must be held.
2. Critical Friction vs. Laundering
Journalists and pundits must stop acting as facilitators. If they choose to engage with these figures, the “friendly engagement” model must be replaced with hostile exposure. You can interview an arsonist about why he likes fire, but you don’t hire him as a fire safety consultant.
The standard defense for this laundering is the phrase: “I don’t agree with everything he says.”
In the context of eliminationist bigotry, this is not a defense; it is a confession of moral cowardice — or at best, professional dereliction. To be a journalist or a civic leader is to have the courage to name the “tripwire.” If you platform a bigot, you have a professional obligation to state, explicitly, which of their hateful taboos you oppose. If you refuse to name the bigotry — if you treat it as a mere “difference of opinion” — you are not conducting an interview; you are providing a sanitation service.
We have spent years building bridges with people who are committed to destroying them. We have watched as they used those bridges to infiltrate our schools, our media, and our political parties.
It is time to stop being the architects of our own demise. If we cannot say “No” to those who wish to see our foundations destroyed, our “Yes” to progress and our democratic system will eventually mean nothing at all. We must stop exhausting our moral vocabulary on minor transgressions so that we have the collective clarity required to name the destructionists for what they are.
It is time to stop building the bridge and start holding the line.
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78 Years Later, the Palestinian Authority Still Dreams of Israel’s Demise
Lebanese President Joseph Aoun meets with Palestinian Authority President Mahmoud Abbas at the presidential palace in Baabda, Lebanon, May 21, 2025. Photo: REUTERS/Mohamed Azakir
As Israel celebrates the 78th anniversary of its Independence, the Palestinian Authority (PA) and its government-run media continue to promote the ideology that Israel has no right to exist and is a temporary “occupation” that will soon vanish.
Here are some examples that Palestinian Media Watch (PMW) has documented recently:
PA Jerusalem District Spokesman Ma’arouf Al-Rifai: “Ever since Allah created this land, we have continued to live here and defend it, we are the spearhead on defending these holy sites.
The occupation [i.e., Israel] is ultimately destined to disappear.” [emphasis added]
[Official PA TV, Individuals, Jan. 31, 2026]
Palestinian National Council member Dr. Shafiq Al-Talouli: “This state [i.e., Israel] is revealing the true face of the occupation that has stolen Palestine since 1948, and which relies on the same ideology of carrying out forced expulsion, and which strives through the use of force, committing massacres, starvation, and the like to remove the Palestinian people from its land.” [emphasis added]
[Official PA TV, Topic of the Day, Nov. 6, 2025]
Official PA TV programs, interviews, and documentaries repeat the ideology that Israel’s existence is temporary:
Official PA TV Israeli affairs “expert” Nizar Nazzal: “Palestine is the compass, and here the empires crashed down. Whether it was the Mongols, the Crusaders, or others. Therefore, these empires [i.e., Israe] too, here on the land of Palestine, will crash down.” [emphasis added]
[Official PA TV, Topic of the Day, Jan. 20, 2026]
The PA tells its people that Israelis, deep down, agree that Israel is doomed:
Official PA TV narrator: “Even in the depths of the Israeli public, there is an understanding that their presence here is temporary. The dual citizenship of the soldiers and settlers is not just a coincidence but rather an escape plan ready to be executed if the balance of powers changes.”
Jurist Sufian Siyam: “The Israeli knows in his subconscious mind that his existence on this land is temporary. …In 2006, there was an Israeli soldier named Gilad Shalit. We were surprised to discover later that Gilad Shalit has French citizenship … Israeli soldier Edan Alexander [a hostage captured and released during Hamas’ Oct. 7 war] has American citizenship. Why do the Israeli soldiers and Israeli civilians insist on having another citizenship besides Israeli citizenship? Because deep in his heart, his grandfather before him and his son after him knew that his existence on this land is temporary.” [emphasis added]
[Official PA TV, Time Without Ceasefire, Jan. 28, 2026]
Whether from PA officials or its state media, the message to Palestinians remains constant: Israel has no right to exist, Israel is temporary, Palestinians are permanent, and time will erase the Jewish State.
At the same time, the PA continues to demand Western governments fund this culture of hate and rejectionism while choosing to look the other way.
The author is a contributor to Palestinian Media Watch, where a version of this article first appeared.
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PA Libel: Jewish Scripture Says Non-Jews Are ‘Pigs in the Form of Humans to Serve the Jews’
Palestinians shout slogans at the compound that houses Al-Aqsa Mosque, known to Muslims as Noble Sanctuary and to Jews as Temple Mount, following clashes with Israeli security forces in Jerusalem’s Old City April 15, 2022. REUTERS/Ammar Awad
In addition to its eliminationist rhetoric, the Palestinian Authority (PA)’s brainwashing of its people is ongoing and effective.
Palestinian Media Watch regularly documents that ordinary Palestinians echo the antisemitic and Nazi-like statements by PA leaders and officials. The PA portrays Jews as being “arrogant by nature,” and planning to “subjugate the entire world.” Palestinian citizens adopt and repeat these teachings.
Accordingly, anti-Israeli activists spread the libel that the Jewish Talmud teaches that non-Jews are “pigs in the form of humans [created] to serve the Jews”:
Anti-Israeli activist in the Jordan Valley Ayman Ghraib: “The colonialism began in the [Jewish] religious schools where the colonialists [i.e., Jews] were educated to hate the Arabs and Palestinians and everything that is not Jewish.
We have obtained booklets that contain an exact quote from the Talmudic text — that non-Jews are pigs that God created in the form of humans to serve the Jews … In their religious books it is written that Allah created this [olive] tree for the Jews … and if they cannot enjoy its fruits, they should burn it.” [emphasis added]
[Official PA TV, Crops, April 6, 2026]
The Talmud contains no such statement about non-Jews being pigs.
Even as Palestinians falsely accuse Jews of dehumanizing non-Jews, the PA itself portrays Jews as sub-human.
In the words of PA leader Mahmoud Abbas’ advisor, Jews are “grazing herds of humanoids … apes and pigs.” Recently, a Palestinian in Lebanon expressed a similar view, saying Jews are “pigs and donkeys”:
Lebanese singer and actor Abd Asqoul: “The enemy [Israel] is very stupid. He does not understand that it is impossible, regardless of what will be, there is something that lives inside us [Palestinians] … But this pig is not just a pig, he is a donkey who does not understand.
He thought my identity is a few papers and flour, and it escaped him that I am from the seed of heroes. .. My identity is land and rock and the sand of the beaches with shells and the blue color in their waters, from Rosh Hanikra [i.e., on Israel’s northern border] to proud Umm Al-Rashrash [i.e., Eilat, Israel’s southern border].” [emphasis added]
[Official PA TV, The Creativity of the Refugee Camp, Jan. 20, 2026]
The Palestinian Authority’s antisemitism also portrays Jews as the “enemy of humanity.” A Palestinian academic and former PA deputy minister stressed this recently, specifying that Jews are not only the “enemy” of Palestinians, but of all “humanity”:
Bethlehem University political science lecturer and former PA Deputy Minister of Jerusalem Affairs Sa’id Yaqin: “Jerusalem … is also the strongest symbol in this conflict, which is being waged with this enemy [i.e., Israel]. This is the enemy of humanity and not of the Palestinian people.” [emphasis added]
[Official PA TV, March 14, 2026]
The author is the Founder and Director of Palestinian Media Watch, where a version of this article first appeared.