Back in the market

The Gilad Shalit saga is soon to be over :-) at least the long and ugly part of it. Over the last 5 years Gilad Shalit has become an icon, a brand, that till now has tried to encapsulate what we believe this country stands for and basically sell us this idea. Looking at this from a creative and advertising point of view, you can't help but appreciate the force behind this "brand". Unlike any other brand, this one kept going strong for 5 years. The non stop media blast, the public's thirst for updates and the constant PR made it a house hold name. But as always I think it is the product that makes it work. Even the best campaigns can only go so far with a bad product. In our case, it's the product rather than the campaign (as good as it was). I just hope that comes tomorrow when the "product" is released, we will not be the early adapters this time and let the owners enjoy it first.