Gaydamak in picture from campaign
Gaydamak to star in advertising campaign
Billionaire to take part in Pelephone's innovative, humoristic and bold' campaign; his salary, estimated at hundreds of thousands of shekels, to be donated to charity
Israeli-Russian billionaire Arcadi Gaydamak, who recently became a customer of Pelephone Communications, has been chosen by the company to lead its new advertising campaign following weeks of negotiations.
The campaign, which will be launched in a number of weeks by the Bauman Bar-Rivnai advertising company in newspapers and on billboards, will present Gaydamak in a unique humoristic situation.
This is the first time the billionaire takes part in an advertising campaign for a commercial company. His salary, which is estimated at hundreds of thousands of shekels, will be donated to the Schneider Children's Medical Center.
Nir Stern, the deputy director-general for marketing at Pelephone, said Thursday that "Gaydamak was selected because of the marketing move's innovative and bold concept.
"I believe the viewers will be surprised by Gaydamak's first exposure in a campaign and by the original and humoristic link to the product."
Pelephone officials refused to elaborate on the "bold innovative move". A picture from the campaign, however, shows Gaydamak dressed as a kibbutznik, with work shoes and blue work clothes.
