Steimatzky Tells Israelis To Bring A Book To Bed

Elissa Goldstein

Tablet Magazine

Tags: Books, Arts and Culture

The bookseller’s new campaign runs across the genres


Lord Of The Rings

Well, this is probably the strangest, most compelling advertising campaign I’ve seen in a while: Steimatzky, the iconic Israeli bookstore chain founded in 1925, has issued a series of images of readers asleep in bed with their books… and the fictional—or non-fictional—protagonists of said books.

Each image in the series is accompanied by the caption in Hebrew,
“עם הספר הנכון, את/ה אף פעם לא לבד - With the right book, you’re never alone.”

Quite sweet when the reader in question is a nine-year-old girl curled up with the eponymous Pippi Longstocking, but really, really unsettling when the reader is a sixty-something man in flannel pajamas lying beside a comatose/embalmed Stalin. Yes, Stalin: friend of Jews, Israelis, and book-lovers the world over.

Sweet dreams, Israel!


The Monk Who Sold His Ferrari


Pippi Longstocking


Don Quixote



Credits for Creatives:
VP Creative: Tal Riven Customer Manager: Elad Hermel Creative Director: Idan Regev Copywriter: Kobi Cohen Art: Daphne Orner Flning: Noa Palm supervisor: Moore Paso Assistant: Natalie Rabinowitz Producer: Rachel Ztlawi


Stay Connected

Follow us on:

Join Israel Forever


Your tax-deductible contribution enables us to develop unique programs toward building understanding, respect, pride and involvement with Israel.

Contribute Today

Privacy Policy | Contact Us | Site Map

Copyright © 2017 · The Israel Forever Foundation
1146 19th Street NW · Fifth Floor · Washington, DC 20036

Powered by ARCOS Design by Plus Three