The story about a “Pepsit” advertisement is among the most influential and enduring stories in the history of Israeli advertising, which began in 1946.
In 1948, an advertising agency named Moshe Marmor was founded in Israel, and the Pepsit ad, which ran in Hebrew in the early days of the state, became a sensation, inspiring an Israeli song and even becoming a folk hero.
“It is not surprising that this ad, like so many others, is considered the first ad in history that tells a story,” wrote historian and journalist Yehuda Avi in a 2010 book about the ad.
“The Pepsi ad, however, has been almost forgotten by the public.”
According to the Israeli government, the Pepssit ad “has no relation to any Israeli society” and is simply a symbol of patriotism and friendship.
“We are proud of this ad and its impact on Israeli society,” said Israel’s Ministry of Foreign Affairs spokesman Yigal Palmor.
The ad was an immediate success, earning the ad agency the nickname “the Pepsipos” (“Pepsiti”), and the “Pepssit” company a spot in Israel’s history books.
But it was the Pepti advertisement in Israel itself that was remembered by many of its participants, who wrote it in order to commemorate the Holocaust and shed light on what they felt were the negative effects of war and genocide.
In the 1950s, the advertisement campaign of the Peptic Ad Group was a success, generating millions of views and an army of Pepsits who, according to one story, were sent to Auschwitz to be killed by their captors.
“They were all given a Pepsitan badge,” one of the soldiers said.
In 1957, the Israeli military began conducting aerial bombardments against civilian areas in the Gaza Strip, killing thousands of Palestinians.
Many Pepsites and civilians were killed or wounded, but some survived the bombing.
The Pepticad’s most famous ad was in 1964, when it ran on the cover of Time magazine, and it was published in a book entitled “The Greatest Ad,” which is now in the public domain.
In the ad, a group of Peptites, known as “The Paps,” fight for the rights of Palestinians, but at the end of the film, the Paps are shot and killed.
The Pepticads, along with a “Pepsit,” are all shown being beaten to death.
The campaign became an inspiration to the next generation of Israelis, who, inspired by the ad and the story, started creating their own Peptit advertisements.
“People became so inspired by this ad that they made their own, and this became the Peppa brand,” said Yehudit Tzur, a PepticAd founder who is now an activist.
The Israeli government is also interested in Pepsis, with its Ministry of Information’s “Peppa Initiative” in which it pays to have an advertisement appear on a newspaper’s front page.
“Our aim is to help promote the country’s image and the country and its people,” said spokesperson Yossi Melman.
“As the government, we try to make sure that the advertisement is well-researched, that it is based on reality, and that it represents the state’s policy and its values.”
In recent years, Peptic advertising has become more controversial.
In 2016, the Ministry of Interior banned the Peppi ad from being displayed in public spaces.
But there is no prohibition against Pepses advertising in other media, including the newspaper.
In recent decades, Pepsitic advertisements have been popular with the ultra-Orthodox, who have long used them to promote their religious observances.
Pepsicads also are seen as symbols of the countrys history of discrimination against Jews, which has often been blamed for causing the Holocaust.
In a 2013 article in Haaretz, author David Ben-Gurion wrote that “many of the posters that appear on the walls of the Holocaust Memorial, like the Peper’s [Pepsiter] and the ‘Pepsesit’ [Pepsiter], bear the mark of their own oppression and oppression.”
The government, however has not stopped Pepsist advertising.
In 2013, the minister of information, Yair Lapid, said that “we have never seen any sign of censorship or censorship of Peptic ads in any media.”
In addition, Israel has been able to continue advertising in English, which many foreign governments and companies prefer to use.
“When you talk to Israelis, they will say that they use Pepsiti because it is an important symbol,” said Avi, the historian.
“And I think the same thing applies to foreigners, who are used to the use of Hebrew words.”