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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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The post This Brooklyn family’s Hanukkah celebration is all over New York’s subway appeared first on Jewish Telegraphic Agency.
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This politician refused to say ‘Happy Hanukkah,’ then blamed ‘political correctness’ for the backlash
An elected official in North Carolina who refused to say “Happy Hanukkah” during a board meeting later confirmed his position during an interview.
“I’m going to defend my right to say ‘Merry Christmas,’ and I’m not going to apologize for saying ‘Merry Christmas,’” Chris Chadwick, chairman of the Carteret County Board of Commissioners, said in a phone interview with the Forward.
Chadwick made the initial comment, first reported by Coastal Review, at a Monday meeting of the commission, which serves beachside towns along North Carolina’s Crystal Coast. The commission has seven members, all Republicans.
As Chadwick was wrapping up the commission meeting, he wished the group a Merry Christmas, and Commissioner Marianne Waldrop whispered, “We haven’t said ‘Happy Hanukkah.’”
“No, we don’t say that,” Chadwick replied, as Waldrop’s mouth fell agape.
Chadwick continued, “I want to wish everybody Merry Christmas and a Happy New Year —”
“And Happy Hanukkah,” Waldrop interjected, louder this time.
“— and we appreciate y’all coming,” Chadwick concluded.
“I was setting you up for success, not failure,” Waldrop said as the board adjourned.
Chadwick, elected in 2022, said Waldrop caught him off guard, and he didn’t appreciate her “trying to tell me what to say.” He said his comment reflected that he celebrates Christmas, not Hanukkah, in his family, but he meant “nothing derogatory to Jewish people or Hanukkah or anything like that.”
He added that “there’s so much political correctness out there now, it’s hard to keep on top of it. It was a simple ‘Merry Christmas,’ and it just got turned into something that it wasn’t.”
Chadwick said he understood why Jews might be sensitive to his comments after Sunday’s deadly attack on a Hanukkah celebration in Sydney, but he hadn’t heard about the terror attack at the time of Monday morning’s meeting.
Asked if he would include both holidays moving forward, Chadwick responded that he “could, but we don’t have many Jewish people here, so we’re just not used to doing it.”
An estimated 350 Jews lived in Carteret County in 2024, out of a total population of around 70,000.
Chadwick said he had spoken to a number of Jewish constituents about the incident who “understood completely” and taught him that Hanukkah lasts eight days.
But the remark did not sit well with Leonard Rogoff, president and historian of Jewish Heritage North Carolina.
“At a moment when Jews have been slaughtered in Australia for celebrating their holiday, when armed police guard synagogues here in North Carolina as Jews worship, for the county commissioner to refuse to acknowledge his Jewish neighbors and fellow citizens is not in keeping with the spirit of the holidays,” Rogoff told the Coastal Review. “How could Jews not take offense?”
Asked if he would do anything differently in retrospect, Chadwick said “looking back, she probably should have made her comments during her time, and let me make my comments.”
The post This politician refused to say ‘Happy Hanukkah,’ then blamed ‘political correctness’ for the backlash appeared first on The Forward.
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Guinness World Records’ Exclusion of Israel Is ‘Deceptive,’ a Form of False Advertising, Advocacy Group Says
Guinness World Records Day 2025 at Elbtor Mobile in Hamburg, Germany. Photo: Marcus Brandt via Reuters Connect
Guinness World Records is guilty of false advertising for refusing to log the accomplishments of Israelis in its publications, the Louis D. Brandeis Center for Human Rights Under Law has complained to the US Federal Trade Commission in a letter demanding that the agency use its authority to stop the allegedly mendacious practice.
GWR annually publishes a Guinness World Records book, commemorating a range of human achievements, from feats of scientific discovery to musical endeavors which yielded massive record sales. However, as previously reported by The Algemeiner, GWR suspended its processing of applications reporting new records achieved in Israel and the Palestinian territories in November 2023, shortly after the war in Gaza started following Hamas’s Oct. 7 massacre across southern Israel.
“We are aware of just how sensitive this is at the moment,” GWR, published by the Jim Pattison Group, said in a statement issued earlier this month after the policy excluded an Israel charity’s being recognized for holding the single largest gathering of kidney donors in one place. “We truly do believe in record breaking for everyone, everywhere but unfortunately in the current climate we are not generally processing record applications from the Palestinian Territories or Israel, or where either is given as the attempt location, with the exception of those done in cooperation with a UN humanitarian aid relief agency.”
GWR’s explanation does not change the fact that it is excluding the world’s lone Jewish state from the world community over a war it did not start, the Brandeis Center said in Tuesday’s letter, arguing that, as such, Guinness World Records cannot literally claim to represent all of the world.
“They don’t have a right to deceive their readership and customer base by claiming that it is publishing ‘world records,’” Brandeis Center chairman and founder Kenneth Marcus said in a statement. “We have seen again and again that Israelis are capable of besting the competition and achieving international success. Any so-called ‘world record’ excluding such talented challengers must at a minimum carry an asterisk to disclose that it is not truly a record for the entire world.”
At the least, Marcus charged, GWR should issue refunds to customers, adding, “To the extent that GWR has been deceptively selling mislabeled products to the public, it should provide their money back.”
Notably, GWR accepts hundreds of applications annually from China, a country whose government has reportedly imprisoned more than a million Uyghurs, a predominantly Muslim ethnic minority, in concentration camps. According to leaked documents from inside China, detainees in these camps have been subjected to rape, torture, forced labor, brainwashing, and forced sterilization. The US Holocaust Memorial Museum and the State Department under both the Trump and Biden administrations have assessed China is committing genocide against the Uyghurs.
Israel, by contrast, counts some 2 million Arab Muslims as full citizens in what is the only liberal democracy in the Middle East.
Chinese residents perform square dance during an attempt to set a new Guinness World Record in Chongqing, China, Nov. 7, 2016. Photo: Oriental Image via Reuters Connect
GWR has also been accused of sending mixed signals about its organization’s purported political neutrality. Its website states that it is “determined to protect the integrity of our records by remaining politically neutral.” However, following Russia’s invasion of Ukraine in 2022, GWR “ceased” operations in Russia and Belarus, describing the decision as a “meaningful expression of our support and solidarity.”
It continued, “This means all current business, as well as all open conversations around future business relating to publishing, record consultancy and television productions. We are also exploring how we can prevent advertising across our digital platforms from these regions. We join calls for an end to fighting in Ukraine, and in any country or region where violence and fear preside over diplomacy or peace.”
At the same time, GWR welcomes many other countries in which “violence and fear preside over diplomacy or peace,” the Brandeis Center’s letter noted.
“GWR published the 2014 world record for longest talk show broadcast by a Damascus studio aligned with Bashar al-Assad,” the Brandeis Center said, quoting its letter to the FTC. “That record came not long after the Syrian dictator’s sarin gas attack on the nearby Ghouta suburb of Damascus. More recently, GWR featured an Iranian jump rope record achieved in February 2023 while the Islamic Republic was actively rounding up tens of thousands of participants in the Women, Life, Freedom protests.”
Days after GWR’s policy of excluding Israel received headlines this month, the nonprofit organization StandWithUs sent a letter to members of the Florida State Board of Administration calling on the state of Florida to investigate GWR over its ban on applications from Israel and to ensure that public funds do not support companies engaged in such a “discriminatory policy” against the Jewish state.
StandWithUs Saidoff Law, which carries out legal action for the pro-Israel group, requested that the board investigate GWR and its affiliate Guinness World Records North America regarding the “boycott policy” to see if they should be included on Florida’s official list of “Scrutinized Companies or Other Entities that Boycott Israel” in accordance with Florida law. Guinness World Records North America is registered in Florida as a foreign profit corporation.
Follow Dion J. Pierre @DionJPierre.
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NFL Player Vows to Do Touchdown Dance Invoking Antisemitic Trope
Puka Nacua during a livestream appearance. Photo: Screenshot
Los Angeles Rams wide receiver Puka Nacua promised during a livestream appearance on Wednesday to do a dance following his next touchdown that includes an antisemitic trope.
The 24-year-old professional football player appeared in a livestream with online streamers Adin Ross and N3on. Aside from calling out NFL referees, Nacua learned a dance that Ross taught him. The moves included Ross spinning the football on the ground, flexing, and then leaning in while rubbing your hands together. Nacua performed the touchdown dance, following Ross’s request, and then the Rams player promised to perform it during a game.
Critics online have argued the moves in the dance promote antisemitic stereotypes about the Jewish community, noting the livestream took place mere days after 15 people were murdered in the deadly antisemitic attack against Jews celebrating the first night of Hanukkah in Sydney, Australia. Dozens of people were also wounded.
Puka Nacua will be doing Adin Ross’s ICONIC JEWISH DANCE for his next touchdown celebration
pic.twitter.com/W2dQL4kSMB
— AdinUpdate (@AdinUpdate) December 17, 2025
Nacua and the NFL have not publicly commented on the offensive touchdown dance. The Rams are playing on Thursday night against the Seattle Seahawks. If Nacua scores a touchdown, viewers will be waiting to see if he performs the antisemitic dance Ross taught him. The Provo, Utah, native, has been described as one of the best receivers in the league.