HOT’s New Campaign Receives Top Honors at Cactus of Gold Awards
Celebrating Israeli Culture Through Music
The latest advertising campaign by HOT has captured significant attention, rising to the top of the weekly Cactus of Gold rankings. This campaign, which features a lively rendition of Sasson Saoulov’s hit song, invites viewers to embrace their participation in Israeli culture rather than simply observing from the sidelines. With an all-star cast and a vibrant musical theme, the campaign celebrates the shared experience of being part of something familiar and beloved.
Roi Turjeman, Vstart President of Clients at GITAM BBDO, explains the underlying intent of the campaign, aptly titled “Even More HOT.” “We aimed to honor HOT’s longstanding role as a storyteller in Israeli culture through its content and audience interaction,” he stated. As 2025 begins, the campaign emphasizes a message of pride and affection for Israeli content, reminding viewers that there is always more to love at HOT.
Crafting a Unique Advertising Experience
The genesis of the campaign arose from a desire to fuse beloved television series with an original musical experience that resonates with every household in Israel. “We received an exhilarating brief from HOT’s marketing team, which claimed it would be ‘the most fun brief you’ll get this year’—and they were right,” Turjeman noted. The strategy involved showcasing HOT’s iconic characters and connecting them through a song that celebrates Israeli culture.
Shopping for a catchy and emotionally engaging sound was crucial to the campaign’s identity. The connection to Sasson Saoulov was seamless, as Turjeman recalls, “During start of my conversations with Ronit, HOT’s marketing communication manager, she proposed using the song ‘Tamid Ohev Oti.’ We expedited negotiations to secure the rights, understanding its rhythm and emotional depth could transform it into an anthem.”
Behind the Scenes: Filming the Campaign
Preparation for the campaign drew upon Turjeman’s 14 years of experience with HOT’s content division. Collaborating with Ronit Habib, they curated a precise list of characters to feature in the commercial, managing logistics to ensure a smooth filming process with numerous talents on set.
Turjeman reflected on the filming experience, stating, “The energy was electric. The song played repeatedly, and even when director Aviv Ma’aravi yelled ‘Cut,’ the stars and extras couldn’t help but keep singing.” The combination of well-crafted lyrics, an established celebrity like Sasson Saoulov, and beloved characters from series such as “Golstar,” “Zaguri,” and “Shababnikim” helped forge a strong connection with the audience.
Audience Reception and Feedback
Following the campaign’s launch, the feedback has been overwhelmingly positive, with many expressing appreciation—even from those typically unresponsive to such content. The campaign’s title, “Even More HOT,” sparked discussions regarding its meaning. “We chose this phrase to focus on the viewer, conveying that this year, we bring you even more great television. It’s not our position to claim we are ‘better’—that belongs to the audience,” Turjeman explained.
This innovative campaign has not just celebrated HOT’s brand but has effectively reinforced its presence and significance in Israeli cultural narratives.
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