Israeli paper Haaretz in bonking ad first

Is this the first (simulated no doubt) bonk to figure in a commercial?

It’s for Israeli newspaper Haaretz (Israel’s oldest) and extols the virtues of its new website (I think, not speaking Hebrew being a disadvantage).

Seems a bit pointless keeping a flesh-coloured bra on.

Anyway, it could open the door for some other treatments. Wieden+Kennedy’s ‘Whatever’s Comfortable’ or ‘Love Every Mouthful’ perhaps. Or maybe Mother’s new, funnier version of ‘You’re So Moneysupermarket.’ A mass of creative opportunities beckon.

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