By tapping into a monumentally important moment in the Israeli-USA delicate relationship,
EL AL is able to highlight a significant value offering: the chance to skip Europe and fly all the way to the land of dreams, with no grueling stops, which creates a highly convenient and valuable flight experience. EL AL is the only airline to offer this option of direct flight from North America to Israel and vice versa - and the campaign main goal is to proclaim exactly that.
While others make deals that don’t necessarily do any good for the people (both in politics as well as in flights), EL AL understands that sometimes, you can (and should) just skip the middle-man.
This very precise situation presented in the ad, borrowed from the political scene into the airline industry, leverages EL AL’s positive connection created between Israel and U.S.A in a witty and creative way.