Shas Pulls ‘What You’re Not Jewish?’ Ad Geared at Russian Immigrants
Complaints by Russian-speaking immigrants prompted an ultra-Orthodox party in Israel to pull a TV commercial plugging their election campaign which shows a man recoiling in horror at discovering his bride is not Jewish.
In the advert, a Russian-accented bride receives a faxed certificate during her wedding ceremony attesting to her conversion to Judaism. With disgust in his voice, her Israeli husband blurts out: “What, you’re not Jewish?”
The controversy reflected long-standing tensions between the religious Shas party, a member of Prime Minister Benjamin Netanyahu’s government, whose core constituency is made up of Jews of Middle Eastern or North African descent, and parties representing immigrants from the former Soviet Union.
There are at least 2 million Russian-speaking immigrants in Israel and hundreds of thousands do not meet Orthodox standards for recognition as Jews.
Several immigrants complained about the commercial in letters to the Israel Central Elections Committee and many more posted protests on social media sites such.
Nino Abesadze, immigrant lawmaker and candidate for the centrist Labour party, denounced the Shas advert in a notice posted on her Facebook page as “racist and mocking of the immigrants”, and demanded it be taken off the air.
In a statement the committee said late on Wednesday it had found the advert offensive and that Shas had agreed not to run it anymore. The minute-long spot aired for two nights in the run-up to the Jan. 22 parliamentary election.
Parties championing Russian-speaking immigrants such as the far-right Yisrael Beitenu led by former Foreign Minister Avigdor Lieberman, want to simplify Jewish conversion procedures in Israel controlled by the Orthodox Rabbinate.
Shas opposes this, as it does calls for civil marriage in Israel. The Rabbinate, also in charge of marriage procedures, issues marriage licences only to couples it deems Jewish under ritual law.
(Writing by Allyn Fisher-Ilan; Editing by Pravin Char)
A message from our CEO & publisher Rachel Fishman Feddersen
I hope you appreciated this article. Before you go, I’d like to ask you to please support the Forward’s award-winning, nonprofit journalism during this critical time.
At a time when other newsrooms are closing or cutting back, the Forward has removed its paywall and invested additional resources to report on the ground from Israel and around the U.S. on the impact of the war, rising antisemitism and polarized discourse.
Readers like you make it all possible. Support our work by becoming a Forward Member and connect with our journalism and your community.
— Rachel Fishman Feddersen, Publisher and CEO
