The Israeli government recently sponsored a public relations campaign to woo Israeli ex-pats in the US to return home, and discourage those thinking about leaving the Jewish state from doing so. Lots of countries do this, so the fact that Israel has begun to is not overly controversial. What is surprising is the campaign’s indirect disparaging of American Jewry. Several of the televised commercials take shots at US Jews, portraying them as assimilators and ignorant of Israeli culture.
This clip shows a steretypical looking American Jewish man being insensitive to his Israeli girlfriend’s feelings about it being Israeli Rememberence Day, Yom Hazikaron.
The translation of the Hebrew narration at the end of this clip is “Before Abba (Hebrew for “Father”) Turns into daddy, it’s time to come back to Israel.”
The translation of the Hebrew narration at the end of this clip is “before Hanukkah turns into Christmas, it’s time to come back to Israel.”
There are certain truths to what the commercials suggest. A significant portion of American Jews are somewhat assimilated and are largely unaware of Israeli culture. However, what about those who do not fall in to this category? These are the American Jews who are responsible for securing over $2 billion in annual aid for Israel and providing most of the funding for global Jewish philanthropy, which reaches into the billions. American Jews are and should be disgusted with the Israeli government over this matter. This is another ignorant, arrogant, and poorly thought out policy by the Netanyahu administration. It is also a direct shot at a community who, by and large, have stood by him despite his questionable and isolationist policies.
The direct blame lies with the Immigrant Absorption Ministry. Bibi is playing dumb about the whole incident, claiming he didn’t know what they were up to (just like he didn’t know about the settlement announcement when US Vice President Biden was in Israel two years ago, and just like he didn’t know when the Foreign Minister placed the Turkish envoy on a smaller chair). Which begs the questions: how could these ads air without him knowing and how will American Jewry respond to such carelessness and insult in the long-term? Organizations like the Jewish Federations of North America (JFNA), the American Zionist Movement, the office of the Conference of Presidents, Hillel International, United Synagogue of Conservative Judaism, Union for Reform Judaism, and Chabad should confront the Israeli government on this issue. How they should confront it is another story, and it will need some serious thought and careful handling.
The Anti-Defamation League has already expressed their displeasure with the government and Bibi has since had the ads removed from television. JFNA lauded the Israeli Prime Minister’s move. Instead of applauding his efforts they should be scolding his thoughtlessness. Israeli Ambassador to the US Michael Oren offered a half-hearted apology stating, “the Ministry of Immigrant Absorption’s campaign clearly did not take into account American Jewish sensibilities, and we regret any offense it caused…The prime minister deeply values the American Jewish community and is committed to deepening ties between it and the State of Israel.” If Israel wants continued and unwavering American support, it needs to respect the Americans that are providing it.
The growing divide between American Jews and Israelis was a hot topic of conversation at the most recent Jewish General Assembly in Denver. It is now clearer than ever that it needs to be seriously and publicly addressed. This will require a concerted and organized effort by both sides. Given the immediate circumstances, however, Bibi needs to issue some sort of formal viral Internet video and written apology, either in the Jerusalem Post or Haaretz, apologizing to the American Jewish population. As said before, it is quite understandable that Israelis would support him in trying to get ex-pats to come home. But, they should also hold him accountable for his actions. He has isolated them from the international community and now he is isolating them from their important American Jewish brethren. It is episodes like this that have international Jewry wondering whether Israel really is still the home of the Jews, or just Israelis.
