Alongside the old-fashioned campaign in newspapers and on billboards, the parties and their strategists poured thought into videos and materials for social media and news sites, trying every visual format to catch the attention of scrollers and viewers.
Before ranking the four best election spots, in my view, at least, a look at the types of videos the parties and campaign teams put out.
1. The basic: the "phone content" video — when authenticity becomes amateurism
The format: an MK or candidate holds the phone vertically, speaks straight to camera from the back seat of a car, from party headquarters or from a Knesset corridor. Netanyahu, Ben Gvir, members of the Democrats and Smotrich all used it heavily.
Creative analysis: This format was born out of a desire to create accessibility, immediacy and a sense of "live" authenticity. But in terms of craft and criticism, it is the cheapest and least effective default. When there is no script, no direction and the lighting is based on whatever fluorescent happens to be overhead, the message tends to sound like nagging, a repetition of worn-out talking points or "digging in" that most scrollers skip within seconds.
2. The investigator: "Look what he said" — embarrassing cut-and-paste clips
The format: a compilation of archive clips, from television interviews, radio panels or Knesset committee debates, cut carefully to embarrass the political rival. A genre beloved by parties on both sides of the political map; the chareidi parties used it too.
Creative analysis: One step above the basic phone video. Here there is already investigative work and basic editing. The power of the video is based on the principle of "refuting the claim" or proving hypocrisy ("Here's what he said yesterday versus what he's doing today").
Still, the final product leans entirely on others' material, creates no new visual language, and often suffers from text overload, exaggerated subtitles and cheap sound effects trying to manufacture artificial drama.
3. Copy without limits: the AI videos — buds of innovation and visual sophistication
The format: use of generative AI tools to create simulations, futuristic images, controlled deepfakes or surreal situations that could not have been filmed in reality. In the last election it was popular mainly with Netanyahu, Eisenkot and Ben Gvir. United Torah Judaism discovered it only toward the end.
Creative analysis: Here genuine creative thinking begins to show. AI allows a campaign to break through budget constraints and present extreme, dystopian or humorous scenarios at a high level of finish and at record speed.
These videos draw initial attention by virtue of being innovative and eye-catching, but they still sometimes suffer from a certain alienation, a "synthetic" feel and an inability to generate deep and genuine human emotion.
4. The best: the human advertising spot — the peak of creative art
The format: production filmed at the highest level (cinematic), including professional actors, a tight script, precise direction, sharp punchlines and a subliminal message that passes between the lines. The only party that invested in this in a long and consistent series was Shas. In the other parties there were a few scattered examples.
Creative analysis: A sophisticated narrative ad does what no AI or phone video can do: it creates emotional identification, fine humor and mental deposit. Instead of shoving dry talking points in the voter's face, the video uses metaphors, sharp dialogue and excellent acting to convey a pointed political statement through humor or drama.
This is a complete advertising product that stays in the memory, goes viral by virtue of its artistic-entertainment value, and manages to influence the voter's consciousness without his feeling that "propaganda" has been planted in him.
