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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.


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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Iran Was Never Just Israel’s Problem

Iranians take to the streets during nationwide rallies on Nov. 4, 2025, marking the anniversary of the 1979 takeover of the US embassy by waving flags and chanting “death to America” and “death to Israel.” Photo: Screenshot

Some criticism of this war is justified.

If leaders want Americans to support military action against Iran, they must explain clearly why the threat is not merely Israeli, but American. They must define the objectives honestly and explain why the costs are worth bearing.

When they fail to do that, skepticism is not a vice. It is common sense.

But much of the commentary around this war has not been serious skepticism. It has been historical amnesia.

Too many Americans now speak as though Iran were chiefly Israel’s problem, and that the legitimate threat from Tehran was mainly the product of lobbying, hawkish paranoia, or another foreign entanglement sold under false pretenses.

This view appears on parts of the Left and on parts of the Right alike. It is a genuine horseshoe: one side speaks in the language of anti-colonial grievance, the other in the language of “America First” suspicion, but both often arrive at the same lazy conclusion — that Israel is the primary author of the crisis and Iran’s own record is somehow secondary.

That is not realism. It is illiteracy (or anti-Jewish bias) masquerading as restraint.

The Islamic Republic of Iran introduced itself to the United States in 1979 not through diplomacy, but through humiliation and hostage-taking. The seizure of the American embassy in Tehran and the 444-day hostage crisis were not a misunderstanding. They were an opening statement.

From the beginning, the Iranian regime announced that ideological confrontation with America was not incidental to its identity. It was central.

What followed only confirmed this. For decades, the regime paired annihilative rhetoric with action: terrorism, proxy warfare, hostage-taking, intimidation, and subversion across the region and beyond. Iran did not merely talk like a revolutionary power. It behaved like one.

Americans should remember what that looked like in practice. Some of us knew it through Iraq.

I remember the explosively formed penetrators used in catastrophic IED attacks against American forces. Those weapons were not an abstraction. They were part of the same Iranian model of deniable warfare that allowed the regime to bleed its enemies while pretending to stand one step removed from the violence.

Iran is responsible for the deaths of American soldiers in Iraq. That’s not an Israeli “talking point” — it’s something that Americans need to hear.

Nor was Iran’s model of violence confined to one battlefield. Its partnership with Hezbollah, and the operatives who helped turn that relationship into a durable instrument of terror, showed that Iran’s strategy was never simply defensive. It was regional, ideological, and expansionist.

The nuclear issue tells the same story of denial colliding with evidence. Iran has insisted for years that its nuclear program is peaceful and civilian. But enrichment at levels far beyond normal civilian requirements tells a different story. Americans do not need a degree in nuclear physics to understand that.

One need not endorse every tactical choice made in this war to recognize that Tehran’s claims about its intentions have repeatedly collided with the evidence.

The missile issue is similar. For years, Iran presented supposed limits on its missile range as though they reflected meaningful restraint. Yet its actual capabilities and behavior have repeatedly revealed a larger reach and a more aggressive intent than its public narratives suggested.

This is why the old Waltz-Sagan political science debate still matters. Kenneth Waltz argued that nuclear weapons can stabilize rivalries because states fear annihilation and therefore behave more cautiously.

Scott Sagan warned that proliferation can make catastrophe more likely through accidents, weak controls, organizational failures, and the conduct of dangerous regimes.

In the Iranian case, Sagan’s warning is plainly the more relevant one.

The problem is not that Iranian leaders are cartoonishly irrational. The problem is that too many Western analysts assume every regime calculates risk, death, survival, and martyrdom in roughly the same way. They do not.

A revolutionary regime that has spent decades pairing annihilative rhetoric with proxy warfare, terror sponsorship, nuclear deceit, and regional coercion should not be analyzed as though it were simply another status quo state with ordinary preferences and ordinary inhibitions.

That is also why the phrase “regime change” should not be treated as morally disqualifying in itself.

Everything depends on the regime in question. When a government has spent nearly half a century brutalizing its own people, threatening its neighbors, sponsoring terrorism, and lying about capabilities that could turn regional war into mass destruction, its removal is not inherently a dark or reckless aspiration.

There is nothing morally sophisticated about treating the survival of such a regime as the default prudent outcome. This is not merely an external menace. It is a regime that terrorizes its own population as well.

At the same time, serious people should say plainly what force can and cannot do. Decapitation strikes and threat-reduction operations are not a political end state. They are, at most, an opening salvo. They can degrade command structures, reduce immediate dangers, and create opportunities that did not previously exist. They cannot by themselves produce legitimacy, restore sovereignty, or build a stable successor order.

That harder phase, if it ever comes, will depend above all on Iranians themselves — on brave people willing to reclaim their country from a regime that has held it hostage for nearly half a century.

This is the point too many critics still miss. Yes, there has been a communications failure. Americans were not told clearly enough, consistently enough, or persuasively enough why Iran is not just Israel’s problem but America’s problem too. And that failure created space for the horseshoe. On the Left and on the Right, anti-Israel fixation has too often displaced sober analysis of the regime itself. The language differs, but the impulse is similar: minimize Iran’s agency, magnify Israel’s, and collapse strategy into slogans.

But the communications failure does not make the danger unreal.

Nor does the war’s messiness. If the war had gone better — if it had produced a cleaner strategic result, a more visible collapse in regime capacity, or even the early signs of a successful internal uprising — some of today’s criticism would undoubtedly be quieter. That much is true. But it does not follow that the underlying threat was invented. It means only that strategic disappointment always gives selective memory more room to operate.

Iran was never just Israel’s problem. It has been an American problem since 1979. It has been a regional problem for decades. And it remains a wider strategic problem wherever revolutionary terror, nuclear deceit, long-range coercion, and genocidal rhetoric are treated as tolerable, so long as they are aimed at someone else first.

This was not only a failure of statecraft. It was a failure of recognition. Too many Americans looked at the crisis and somehow forgot they were dealing with a regime that has spent decades announcing itself through terror, deceit, and exterminationist intent.

David E. Firester, Ph.D., is the Founder and CEO of TRAC Intelligence, LLC, and the author of Failure to Adapt: How Strategic Blindness Undermines Intelligence, Warfare, and Perception (2025).

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Shabbat HaGadol and the Story of Elijah

A Torah scroll. Photo: Wikimedia Commons.

“Behold I will send you Elijah the prophet before the great awesome Day of God, and he will reconcile fathers to children and children to fathers” (Malachi 3:24).

This is part of the Haftorah for Shabbat HaGadol, the Shabbat before Pesach. But who exactly was Elijah? It is true that in terms of stature and his place in our tradition, he was the greatest of the prophets, even if no book is attributed to him. His public victory over the prophets of Baal during the reign of Ahab and Jezebel was his most famous triumph. But just as significant was the Chariot of Fire that took him up to Heaven when he died, which became the symbol of mysticism with which he was always associated.

In the Talmud, Elijah figures prominently in the debates about messianism and whether he was to be the messiah, or the pathfinder and precursor. Eventually, it was settled that Elijah would pave the way for a messianic era and instruct us what to do and what parts of our tradition would be revived or survive when it came about.

In the Talmud, there are many episodes in which Elijah is said to appear to rabbis and guide them, and he is associated with solving unresolved halachic issues.

Elijah has multiple associations with Pesach. The most obvious being when towards the end of the Seder, we dedicate the fifth cup of wine to Elijah, and we invoke his presence in asking God to remove our enemies.

Why is this fifth cup specifically Eliyahu’s?

Explanations range from the rational to the mystical. According to Maimonides, the coming of the messiah is a time in which oppression and hatred are removed, and we are free to explore our spiritual lives unimpeded. That’s the mystical.

Practically, there is a debate about if we should drink four or five cups of wine at the Seder. Those who advocate for four cups say it is done for the four terms used in the Torah to describe the process that gave us our freedom from slavery — “I freed you, I saved you, I redeemed you, I took you out.” But others believe “I brought you” counts as a fifth.

Are there four or five words, and should there be four or five cups?

The debate is left unanswered. Although we are obliged to have four cups of wine, we add an extra one just in case — and our tradition happened to dedicate that one to Elijah.

This year we have much to be sad about. So many beautiful young and not-so-young lives have been killed by our enemies. So many more lives have been injured or ruined. And yet there have been so many examples of deliverance, self-sacrifice, and heroism.

Is this the year the messiah will come? We can hope. But in the meantime, we have to do our best to reconcile and heal the chasms amongst us, and to come together to go forward united with pride and joy. Thank you, Eliyahu.

The author is a writer and rabbi based in New York.

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Unreported: Palestinian Authority Brags It Killed More Jews in Second Intifada Than Hamas

Palestinians, including children, celebrating the Second Intifada. Photo: Screenshot.

The Palestinian Authority Security Forces (PASF) had the largest number of terrorists in the Second Intifada, boasted a senior PA official.

PA Tulkarem District Governor Abdallah Kmeil bragged how the number of PASF members killed fighting Israel far exceeded the number killed by other terror organizations combined during the PA-led terror campaign of 2000-2005:

“Tulkarem District Governor Abdallah Kmeil: Let’s speak in a scientific language, in the language of numbers, which is the strongest language. There were 2,089 Martyrs from the [PA] Security Forces in the second Intifada … The Al-Aqsa Martyrs’ Brigades of Fatah had 632 Martyrs, the Al-Quds Brigades of the [Islamic] Jihad had 415 Martyrs, and the [Izz A-Din] Al-Qassam Brigades of Hamas had 378 Martyrs.”

[Tulkarem Governorate, Facebook page, Feb. 13, 2026]

By comparing PASF casualties to those of recognized terror groups, Kmeil showed that the PA Security Forces — who were trained and funded by the West to fight terror — were actually the leaders of Palestinian terror.

The Second Intifada was the PA-directed and controlled terror campaign, during which Palestinians carried out thousands of terror attacks, including suicide bombings on buses, in shopping malls, and on main streets, murdering more than 1,100 Israelis.

Last year, PA TV aired an interview with a PASF member jailed by Israel for terror offenses during the Second Intifada, who explained that the PASF “responded to this call” — to join the terror organizations in fighting Israel:

Click to play

Released PA Security Forces terrorist prisoner Naji Arar: “I was a member of the Security Forces, of the security establishment. When we responded to the call of the homeland – we responded to this call through the Security Forces.

Do you remember the Al-Aqsa Intifada? The ones who resisted there were the Security Forces members, of course, in cooperation with our people and the factions.

I was arrested in Ramallah and sentenced to 18 years… It was shocking. But for Palestine, everything is insignificant. We were released… and met the security establishment through which we launched [our activity back then]. It welcomed us.”

[Official PA TV, Giants of Endurance, May 30, 2025 and Sept. 20, 2025]

Most importantly, the PASF leadership role in terror continues today unabated, as exposed in the June 2025 report by Palestinian Media Watch (PMW) titled “Terrorists in Uniform.

In 2023, after calling the killing of 12 Israelis that year “acts of resistance,” Fatah-run Adwah TV reported that “the members of Fatah and the Security Forces form the core and the arms of the resistance [i.e., terror] groups in the West Bank, together with the other Palestinian factions.”

PMW has likewise documented Fatah honoring dead PASF members who were terrorists killed while attacking Israelis.

Therefore, Kmeil’s words were surely no slip of the tongue. They were a public expression of what the PA and Fatah know: that PA Security Forces members take a leading role in Palestinian terror, a role that is a source of pride, to be celebrated.

This is all the more reason why any talk of parts of Gaza being handed over to the PASF to police the Strip is misguided and unacceptable, since it would be simply replacing one terror group, Hamas, with another — PA Security Forces.

Itamar Marcus is the Founder and Director of Palestinian Media Watch (PMW). Ahron Shapiro is a contributor to PMW, where a version of this article first appeared.

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