Super-Pharm "The Israeli Sun is not Your Sun"

Ad Agency
Image advertising:

The Eurovision song contest is the biggest musical event in the world. In fact, it draws crowds three times the size of the Superbowl and this year it’s taking place in sunny Tel Aviv. A place where the skies are blue and the beaches are blazing hot. Tourists love it but often abuse of it – incurring in the process bright red colors and often third degree burns which might just make their stay …well, not so pleasant.

So to make sure our music-loving, party-going, Eurovision-crazed tourists make the most of their stay, Super-Pharm’s Life Sun brand initiated a safe tanning campaign that includes posters but also live beach activations*. Our message was simple: “The Israeli Sun is not Your Sun” – and to drive the message home and make absolutely sure we were not misunderstood, we created tailored executions for every country.

We told the French that “With this amount of sun, even Napoleon would smear himself”.

We told the Germans “The Chancellor herself had instructed them to rub themselves in”.

And finally we told the Brits that while “God Saves The Queen, sunscreen saves their back!”. 

The way we see it, our message was clear as day and the sun in the summer sky!


Advertising Agency: BBR Saatchi & Saatchi, Israel

Chief Executive Officer: Ben Muskal

Chief Creative Officer: Yaron Perel

VP Creative Director: Yair Zisser

Creative Team: Ori Hasson, Gal Mamalya, Avner Ressel, Avi Hershkovitz

VP Client Services: Noa Sharf

Account Director: Reni Bracha-Landau

Account Manager: Hila Kirma

Marcom Director: Eva Hasson

Studio Director: Yaron Keinan

Photoshop Editor: Robert Mizikovsky

Studio: Masha Varshitsky, Zehava Greenberg

Traffic Director: Ronit Doanis

Studio Traffic: Mor Hay