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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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How YIVO and Max Weinreich Americanized the Yiddish project
װי אַזױ האָט ייִװאָ געפֿונען אַ נײַע הײם אין אַמעריקע נאָכן חורבן? קלמן װײַזער (יאָרק־אוניװערסיטעט אין טאָראָנטאָ) דערצײלט די דאָזיקע דראַמאַטישע געשיכטע אינעם נײַעם בוך „ייִדיש־װיסנשאַפֿט קומט קײן אַמעריקע“.
לכתּחילה איז דער דערפֿאָלג פֿון ייִװאָ ניט געװען קיין זיכערער. װײַזער דערקלערט: „עס איז װײַט ניט געװען קלאָר פֿאַר די שטיצער און מיטאַרבעטער פֿון ייִװאָ אין די 1940ער יאָרן, צי אַן אָרגאַניזאַציע װאָסער ציל איז געװען צו באַדינען די אינטעלעקטועלע און קולטורעלע באַדערפֿענישן פֿונעם אַלװעלטלעכן ייִדיש־רעדנדיקן פֿאָלק קען זיך אײַנװאָרצלען אין די ביז גאָר פֿאַרשײדענע באַדינגונגען פֿון אַמעריקע נאָך דער מלחמה.“
פֿאַר דער מלחמה האָט ייִװאָ געהאַט אַן „אַמעריקאַנער אָפּטײל“ אין ניו־יאָרק. זײַן ציל איז געװען צו זאַמלען געלט פֿאַרן װילנער אינסטיטוט, כאָטש אײניקע זײַנע מיטגלידער האָבן זיך אָפּגעגעבן אױך מיט פֿאָרשונגען פֿון ייִדישער קולטור און געשיכטע — דער עיקר, אין מיזרח-אײראָפּע.
אָבער דאָס רובֿ אַמעריקאַנער ייִדן האָבן געהאַט אַ קנאַפּן אינטערעס צו ייִדיש און בכלל ניט געהאַלטן פֿון ייִדיש־פֿאָרשונג.
נאָכן חורבן איז ייִװאָ געשטאַנען אױפֿן שײדװעג: צו װערן אַ מין אַרכיװ געװידמעט דעם אַמאָליקן חרובֿ־געמאַכטן ייִדישן לעבן אין מזרח־אײראָפּע אָדער װײַטער צו אַנטװיקלען ייִדיש־װיסנשאַפֿט לטובֿת אַ ייִדישן המשך אין אַמעריקע.
װײַזער ברענגט דעם לײענער אַרײַן אין די הײסע װיכּוחים צװישן די מיטאַרבעטער פֿון ייִװאָ װעגן דער ריכטונג פֿון דער אַרבעט. יודל מאַרק האָט געהאַלטן אַז ייִװאָ דאַרף זיך אָפּגעבן דער עיקר מיטן חורבן־פֿאָרשונג, בעת אַמאָליקע בונדיסטן האָבן געטענהט אַז ייִװאָ דאַרף שטודירן דעם מצבֿ פֿון די ייִדישע מאַסן אין אַמעריקע.
מאַקס װײַנרײַך, דער אינטעלעקטועלער מדריך פֿון ייִװאָ, האָט געהאַט אַן אַנדערע װיזיע. ער האָט געגלייבט, אַז דאָס אַמעריקאַנער ייִדנטום איז מסוגל צו שפּילן די פֿירנדיקע ראָלע אין דער ייִדישער װעלט נאָכן חורבן. אָבער לױט זײַן מײנונג זײַנען די אַמעריקאַנער ייִדן ניט געװען גרײט אויף אַזאַ שליחות. און צוגרײטן זײ דערצו האָבן געדאַרפֿט די פּליטים פֿון מזרח־אײראָפּע.
לױט זײַן װיזיע, האָט זיך ייִװאָ געדאַרפֿט אָפּגעבן ניט סתּם מיט װיסנשאַפֿט, נאָר מיט „װיסן װאָס שאַפֿט“, דאָס הײסט, ייִדיש־װיסנשאַפֿט מוז דערמעגלעכן אַמעריקאַנער ייִדן אָפּצוהיטן זײער ייִדישן מהות און פֿאַרזיכערן ייִדישע המשכדיקײט.
דער שליסל צום דערפֿאָלג פֿונעם ריזיקן פּראָיעקט איז געװען די ייִדישע שפּראַך. ייִדיש האָט געדאַרפֿט דינען װי אַ בריק צװישן דורות ייִדן, אַ גײַסטיקע פֿאַרבינדונג צװישן דער אַלטער און דער נײַער הײם.
צוליב דעם, האָט װײַנרײַך געהאַלטן, דאַרף מען „אױסגױיִשן“ די אַמעריקאַנער ייִדישע אינטעליגענציע און העכערן דעם פּרעסטיזש פֿון ייִדיש אין דער אַמעריקאַנער אַקאַדעמישער װעלט.
אָבער ניט געקוקט אױף װײַנרײַכס באַמיִונגען איז ייִװאָ לכתּחילה פֿאַרבליבן אױף די ראַנדן פֿונעם אַמעריקאַנער ייִדישן הױפּטשטראָם און האָט באַקומען אַ קנאַפּע שטיצע מצד די גרױסע ייִדישע פֿילאַנטראָפּישע אָרגאַניזאַציעס. די באַציִונגען צװישן ייִװאָ און דער אַמעריקאַנער ייִדיש־סבֿיבֿה זײַנען אױך ניט געװען קײן גלאַטיקע.
די נאָרמאַטיװע ייִדישע כּלל־שפּראַך, װאָס ייִװאָ האָט געװאָלט פֿאַרשפּרײטן, האָט אַרױסגערופֿן קריטיק מצד אײניקע ייִדישיסטן. זײ האָבן געטענהט, אַז דער „ייִװאָ־ייִדיש“ איז װײַט פֿונעם עכטן נאַטירלעכן מאַמע־לשון.
אין זײַנע אַרטיקלען אין פֿאָרװערטס האָט יצחק באַשעװיס אױסגעלאַכט אַזעלכע נעאָלאָגיזמען װי „קדמן־ייִדיש“ און „בראשית־ייִדיש“, װאָס װײַנרײַך האָט צוגעטראַכט װי לינגװיסטישע באַגריפֿן פֿאַר פֿאַרשײדענע היסטאָרישע תּקופֿות אין דער אַנטװיקלונג פֿון דער ייִדישער שפּראַך.
אין תּוך איז דער קאָנפֿליקט צװישן ייִװאָ און די ייִדישע ליטעראַטן געװען אַרום דער פֿראַגע, „צו װעמען געהערט ייִדיש?“, דערקלערט װײַזער. דער ציל פֿון ייִװאָ איז געװען צו שאַפֿן אַ נאָרמאַטיװע שפּראַך, װאָס מען קען אױסלערנען װי מען לערנט אַנדערע פֿרעמדע שפּראַכן. אַזױ קען מען פֿאַרזיכערן דעם המשך פֿון ייִדיש אַפֿילו װען קײן לעבעדיקע ייִדיש־רעדנדיקער סבֿיבֿה איז מער ניטאָ.
די סאַמע געשפּאַנטע קאַפּיטלען אין דער געשיכטע פֿון ייִװאָ אין אַמעריקע דערצײלן װעגן דעם קאַמף פֿאַר צוריקבאַקומען די מאַטעריאַלן, װאָס האָבן אַ מאָל געהערט צום װילנער ייִװאָ.
טײלװײַז האָבן די נאַציסטן זײ געבראַכט קײן דײַטשלאַנד פֿאַרן אַרכיװ פֿונעם אַנטיסעמיטישן „אינסטיטוט פֿאַר פֿאָרשונגען פֿון דער ייִדן־פֿראַגע“”. נאָך דער מלחמה זײַנען די דאָזיקע מאַטעריאַלן אַרײַנגעפֿאַלן אינעם רשות פֿון דער אַמעריקאַנער מיליטערישער אַדמיניסטראַציע אין דײַטשלאַנד.
כּדי צוריקצוקריגן די דאָזיקע מאַטעריאַלן איז געװען אַ גװאַלדיקער אױפֿטו פֿון װײַנרײַך און זײַנע מיטאַרבעטער, צװישן זיי — לוסי שילדקרעט (דאַװידאָװיטש), װאָס האָט שפּעטער זיך קונה־שם געװען װי אַ חורבן־פֿאָרשערין. לױטן געזעץ האָט די אַמעריקאַנער מיליטערישע אַדמינסטראַציע געדאַרפֿט צוריקגעבן די געראַבעװעטע מאַטעריאַלן צו פּױלן אָדער סאָװעטן־פֿאַרבאַנד. אַן אַנדער פּרעטענדענט איז געװען דער העברעיִשער אוניװערסיטעט אין ירושלים.
װײַנרײַך האָט אױסגענוצט זײַנע קאָנטאַקטן אין די אַמעריקאַנער הױכע פֿענצטער און אין 1947 האָט ייִװאָ צוריקבאַקומען זײַנע מאַטעריאַלן. עס האָט זיך אים אױך אײַנגעגעבן פֿאָרצושטעלן ייִװאָ װי אַ יורש פֿון אַנדערע קולטורעלע אַנשטאַלטן אין װילנע, און ייִװאָ האָט אױך באַקומען די אוצרות פֿון דער סטראַשון־ביבליאָטעק און דער „ווילנער יידישער היסטאריש-עטנאגראפישער געזעלשאפט אויף דעם נאמען פון ש. אַנ־סקי.
דאָס צװײטע קאַפּיטל פֿון דער דאָזיקער געשיכטע איז פֿאָרגעקומען נאָכן פֿאַנאַנדערפֿאַל פֿונעם סאָװעטן־פֿאַרבאַנד אין די 1990ער יאָרן. דעמאָלט האָט מען אַנטדעקט אַ היפּשע זאַמלונג פֿון פֿאָנדן פֿון ייִװאָ אין ליטע, װאָס אַ ליטװישער ביבליאָגראַף האָט פֿאַרבאַהאַלטן אין אַ מאַגאַזין פֿון דער מלוכישער ביכער־קאַמער.
דאָס מאָל האָט ייִװאָ געדאַרפֿט פֿאַרהאַנדלען מיט דער רעגירונג פֿון דער ליטװישער רעפּובליק, װאָס איז אָקערשט געװאָרן אומאָפּהענגיק. סוף־כּל־סוף איז מען געקומען צו אַ פּשרה, און איצט קען מען נוצן די דאָזיקע מאַטעריאַלן אינעם דיגיטאַלישן פֿאָרמאַט.
װײַזערס געשיכטע פֿון ייִװאָ איז אַ געשפּאַנטע און באַלערעװדיקע לעקטור. מאַקס װײַנרײַך איז ניט געװען דער אײנציקער צװישן די אײראָפּעיִשע ייִדישע פּליטים װאָס האָט געפֿונען אַ נײַע הײם אין אַמעריקע און אױפֿגעבױט דאָ אַ הצלחהדיקעע קאַריערע. אָבער ער איז אפֿשר געװען דער אײנציקער, װעמען עס האָט זיך אײַנגעגעבן ניט נאָר ממשיך צו זײַן זײַנע אײגענע פֿאָרשונגען, נאָר אױך װידער אױפֿצובױען אַ גאַנצע װיסנשאַפֿטלעכע אינסטיטוציע אױפֿן נײַעם אַמעריקאַנער באָדן, װאָס פֿאַרבלײַבט אַקטיװ ביזן הײַנטיקן טאָג.
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Hasan Piker causes new trouble for Democrats — especially in key Senate race
Hasan Piker, the popular pundit who most recently suggested American Jews are making themselves targets of violence by supporting Israel, may speak for far-left progressives, but he doesn’t speak for one of the movement’s highest-profile candidates in a closely watched swing-state race, the candidate said.
Dr. Abdul El-Sayed, the Michigan Democratic nominee for Senate, released a statement Monday saying he disagreed with Piker’s latest remarks and that he is opposed to “any rhetoric that puts the community at risk.”
“If Jews in America keep putting this idea out there that they are singularly invested in Israel, eventually someone is going to come around and take action,” Piker said during a Twitch stream on Thursday, “not against the state of Israel, mind you, but against American Jews.” He claimed American Jews who support Israel are bringing violence on themselves by tying their identity to what he called “Jewish ISIS.”
Piker added in an interview published Monday in Haaretz that, “I don’t think that me calling Zionism a Nazi ideology is fomenting violence towards Jews broadly. I genuinely don’t believe that.”
In Monday’s statement, El-Sayed sought to move past the controversy, shifting the conversation back to his campaign’s economic message as he remains in a close race with GOP nominee Mike Rogers. “While politicians and pundits try to make this race about a Twitch streamer, we’re going to be talking about gas, groceries, good schools and healthcare,” Sayed said. “Nobody speaks for this campaign besides me and my campaign spokespeople.”
Piker’s influence
The episode comes as Piker appears to be expanding rather than retreating from Democratic electoral politics.
He campaigned with El-Sayed and other insurgent progressives, including Adam Hamawy, a fierce Israel critic who served as a trauma surgeon in Gaza and won the Democratic primary in New Jersey’s 12th District. In Florida, Rep. Jared Moskowitz made Piker himself part of the closing argument against his socialist primary challenger, Oliver Larkin, whom Piker supported. After Moskowitz easily defeated Larkin, the Jewish congressman offered Piker his “condolences.”
On Monday, even as the controversy over his remarks about American Jews was unfolding, Piker used his Twitch platform to offer an exclusive look at new polling commissioned by the IMEU Policy Project, a pro-Palestinian advocacy organization, and conducted by YouGov among more than 4,000 likely Democratic primary voters in the six states picked as early contests in the 2028 Democratic presidential primary: South Carolina, Nevada, New Hampshire, New Mexico, Michigan and Virginia.
The results showed broad support among those Democratic voters for presidential candidates who commit to reducing U.S. aid for Israel. Piker commands an enormous platform among precisely the younger voters progressive candidates are looking to court. “These numbers are making it undeniable,” Piker said on the stream. “This is an issue that is untenable.”
Earlier in the stream, Piker said the backlash over the weekend has “been a lot” to endure. “I’m going to continue doing what I’m doing,” he added. “I’m not going to feel discouraged. I’m not going to stop saying the truth… someone has to do it.”
The risk for El-Sayed
For El-Sayed, separating himself from some of Piker’s comments but still embracing him reflects the difficult political balance he has been trying to maintain since narrowly winning the primary.
El-Sayed has struggled to build support among Jewish Democrats while holding on to the progressive and pro-Palestinian coalition that helped carry him through the primary. He has assured Jewish voters that his fierce criticism of Israel — and his political relationships with figures such as Piker — should not be seen as hostility toward Jews. “I love and revere Judaism and the Jewish people,” he said in a recent TV appearance. “My commitment to the well-being of the Jewish community, their safety, their children, their future in Michigan is the same commitment that I’ve got to the well-being of my own daughters and all of our kids,” he said in another interview on Sunday.
At the same time, he resisted calls to distance himself from Piker, who has been embraced by Democratic Party progressive candidates. He appeared with El-Sayed on the campaign trail even as Piker has championed terrorist groups as righteous fighters against Israel — leading to accusations he traffics in antisemitism. In a recent speech to college students, Piker blasted Democrats who “fund ICE” and “fund Israel.”
El-Sayed’s Republican rival has already begun courting those voters, launching a “Democrats for Rogers” effort and highlighting El-Sayed’s relationship with Piker.
Speaking to Fox News’ Jesse Watters on Monday night, El-Sayed said that Rogers “thinks he’s running against Hasan Piker.”
An AARP poll released this month had El-Sayed at 48% and Rogers at 47%. Jewish voters account for only about 1.4% of the state electorate, but the defections among Jewish Democrats could matter in a race that close.
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‘Have a problem, call the PM,’ says Netanyahu as he gives out his number in campaign video
(JTA) — TEL AVIV – Prime Minister Benjamin Netanyahu on Sunday posted what he described as his personal phone number and invited Israelis to contact him with their questions and problems.
It was an election-season stunt that drew such a flood of responses that the number’s WhatsApp account was blocked within minutes and those calling received a busy signal.
It also drew suspicions that it was a ploy to collect voter data.
In a video posted to social media, Netanyahu is seen with longtime adviser Topaz Luk, who asks the prime minister whether he can publish his phone number. Netanyahu initially reacts with disbelief, saying, “Topaz, have you gone crazy?” before agreeing.
“I want to hear from you. Your suggestions, your questions, your problems. I want to hear, so leave me a message,” Netanyahu said. He added that he could not promise to answer everyone but would respond to as many people as possible.
Hundreds of messages and calls arrived within minutes and the WhatsApp account associated with the number was blocked. Luk later posted on X that the account had been disabled because of the volume of calls and said Netanyahu’s team was working to restore it, directing people to Telegram in the meantime.
Kan political correspondent Michael Shemesh questioned whether the number belonged to Netanyahu at all and suggested on X that the exercise was “probably designed to harvest the phone numbers of potential voters.”
Other users pointed to another clue that the handset seen in the video was unlikely to be Netanyahu’s personal phone. One of the WhatsApp groups visible in Luk’s video was a synagogue updates group whose latest message appeared to back political rival Naftali Bennett, the former prime minister who now heads the Beyachad party.
“Something tells me that Bibi isn’t signed up to the ‘Menachem’s House Main Shul Updates’ group,” one X user wrote, “especially not when the latest message there is ‘yalla, it’s time for Bennett.’”
The Likud spokesperson had not responded to a request for comment on the accusations by the time of publication.
It was not the first time Netanyahu handed out what he presented as his personal number during an election campaign. In August 2022, little more than two months before the vote that returned him to power, the then-opposition leader published another number and invited Israelis to video call him.
“Why should only some people have my phone number? Everyone should have it,” Netanyahu said at the time, joking that the move was a “dramatic, world-changing decision.” He told supporters who sent proof they had joined his Telegram channel that they would have a better chance of receiving a video call from him.
The response was similarly intense. Likud said Netanyahu received 9,420 calls within the first 30 minutes, while follow-up videos showed calls and messages flooding the phone.
Netanyahu’s rivals mocked the stunt. Then-Finance Minister Avigdor Liberman released a parody video saying Netanyahu “has not picked up the phone in 12 years,” while Yair Lapid’s Yesh Atid dismissed it as a “fictional phone operated by Netanyahu’s aides.”
The episode comes as Netanyahu faces a difficult reelection campaign, with roughly 20% of voters remaining undecided, many of whom are disillusioned Likud voters, according to pollsters and researchers cited by Reuters.
A Channel 13 poll released earlier this month put Gadi Eisenkot’s Yashar party at 23 seats, ahead of Likud with 21, and Netanyahu’s current coalition projected to win just 49 of the Knesset’s 120 seats. Eisenkot also led Netanyahu 47% to 34% when respondents were asked who was better suited to serve as prime minister.
The phone-number appeal is the latest in a series of efforts to put Netanyahu directly in front of voters, including a blitz of highly publicized appearances. Last week, the prime minister visited a restaurant in Hadera, a Likud stronghold, where owner Simo Shtivi said his arrival was “like hoisting the World Cup,” as diners lined up for photos and a chance to speak with him.
Netanyahu also made a surprise appearance with his wife Sara at a concert by Israeli pop star Eden Ben Zaken. A few days earlier, he filmed a campaign video at Jerusalem’s Malha Mall meeting shoppers, including children. The Central Elections Committee later ordered the video removed because election law bars the use of children in campaign propaganda.
Likud also rolled out billboards showing New York City Mayor Zohran Mamdani alongside the leaders of Iran, Turkey and Hezbollah under the slogan, “They want Netanyahu to lose. Don’t let them win.”
This article originally appeared on JTA.org.
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