Europe Doesn’t Have to Be Part of the Deal

Agency: McCann


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, 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.

This professional campaign titled 'Europe Doesn’t Have to Be Part of the Deal' was published in Israel in January, 2018. It was created for the brand: EL AL, by ad agency: McCann. This Print medium campaign is related to the Transport industry and contains 1 media asset. It was submitted over 5 years ago.


Advertising Agency: McCann Tel-Aviv, Israel
Chief Creative Director: Nadav Pressman
Creative Director: Dror Nachumi
Art Director: Yaniv Zaguri
Copywriter: Dor Waintrob
Illustrator: Jenya Taran

Alcohol & Society
The Scottish Sun


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