El Al Airlines: Europe doesn't have to be part of the deal

EL AL, Israel's national airline, presents a new ad that takes politics to the sky. The print ad, by McCANN Tel-Aviv, features Israeli Prime Minister Benjamin Netanyhu and President Donald Trump shaking hands – with counselor Angela Merkel positioned upset, behind them. 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. 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.