a goddamned new max ad

There’s this ad for the nation of Israel on the Max right now.  Interesting — it states that Text Messaging was invented in Israel.  And shows two early smiling 20 something years olds, phones in hand, apparently text messaging.  And here is that odd short hand manner to appeal to the Millennial generation — a display of the heavily tattooed.

It is, I would say, an improvement over the previous Max ad for Israel — “In a War between Savages and Civilization, side with Civilization”, which was part of a tit for tat between Israel and Palestine on max ad space, and seemed heavy handed for commuter passengers.  Still, I don’t know if the fact text messaging was invented in Israel is going to change many minds for the Millennial generation on, say, the building of settlements.

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