Vim's Power Flyer campaign, created by M&C Saatchi Tel Aviv in July 2015, used direct media to connect household brand energy with Israeli recreation and
ARCHIVEVim Power Flyer Puts Household Energy Into Israeli Recreation
Vim's Power Flyer campaign is a July 2015 direct-media initiative created by M&C Saatchi Tel Aviv in Israel, designed to reframe the household cleaning brand through the language of energy, recreation, and active living, anchored by the brand statement 'WE ARE NEW.'
Published on July 30, 2015, Power Flyer sits at an unusual intersection: a domestic product brand making a calculated move into the Recreation and Leisure category in the Israeli market. The campaign's archive classification — Recreation, Leisure — signals an intentional strategic pivot. Rather than leading with the functional performance of a dishwashing product, the creative proposition invites active Israelis to associate Vim with the momentum and vitality of their leisure lives. The core message, 'WE ARE NEW,' operates as a brand declaration, positioning Vim not as a legacy cleaning label but as an energised, forward-facing presence in everyday Israeli life.
In Israel, where consumer brands face a compact but discerning market, standing out requires more than product claims. Power Flyer uses the direct medium — reaching individuals rather than broadcasting to mass audiences — to make that proposition feel personal and immediate. With a single media asset, the campaign is built around concentrated creative impact rather than volume. The Clapboard Score for Power Flyer is 52 out of 100, reflecting a campaign that demonstrates clear strategic intent and category ambition while leaving room for broader executional scale. The campaign was developed by M&C Saatchi Tel Aviv, the agency formed in January 2015 when M&C Saatchi acquired a majority stake in Ben-Natan Golan Advertising, as confirmed by mcsaatchiplc.com, marking the network's formal entry into the Israeli advertising market within the same year the campaign launched.
ARCHIVEVim entered the Israeli Recreation and Leisure conversation in 2015 through a deliberate reframing of brand energy. The strategic proposition — empowering active Israelis to elevate every leisure moment with tangible, energising performance — shifts the brand's centre of gravity from the kitchen sink to the wider rhythm of Israeli daily life. By positioning the product's inherent sense of power and efficacy as a metaphor for personal vitality, M&C Saatchi Tel Aviv gave Vim permission to speak to consumers in contexts that competing household brands rarely occupied.
The competitive landscape for household cleaning brands in Israel includes multinational players with established equity in functional performance messaging. Brands such as Fairy and Ajax have long anchored their Israeli communications in grease-cutting efficiency, leaving the emotional register of recreation and outdoor activity largely unclaimed. Power Flyer's 'WE ARE NEW' declaration directly contests that convention, seeking to own a tone rather than a feature claim. This is a meaningful strategic distinction in a market where differentiation through brand personality, rather than product specification, is increasingly the battleground, according to broader regional brand strategy analysis documented on Brandtimes Com Ng.
The use of a direct medium in Israel is equally deliberate. Direct campaigns allow precise audience targeting, enabling Vim to reach Israeli consumers whose active lifestyles make them receptive to a recreation-coded message. In a geographically compact market like Israel, direct-channel efficiency matters: every touchpoint carries more weight when the total addressable audience is smaller than in larger regional markets. M&C Saatchi Tel Aviv, having only formalised its Israeli operations in January 2015 according to mcsaatchiplc.com, used Power Flyer as an early proof of its intent to bring internationally calibrated strategic thinking to locally grounded Israeli briefs. The agency's lineage through Ben-Natan Golan Advertising brought indigenous Israeli market understanding to M&C Saatchi's global brand repositioning methodology.
Power Flyer communicates a single, unambiguous brand truth. The creative execution for Vim in Israel in 2015 is built around the declarative phrase 'WE ARE NEW,' a statement that functions simultaneously as a product promise, a brand relaunch signal, and a cultural invitation directed at Israeli consumers engaged in recreation and active leisure. The economy of that phrase is the execution: three words carry the weight of repositioning an entire household brand into a new emotional register.
The campaign was produced as a direct-medium asset, meaning its creative design was optimised for individual receipt rather than ambient broadcast. In that context, the single media asset must work harder than a campaign spread across multiple formats. The choice to concentrate creative energy into one piece reflects confidence in the idea itself — that 'WE ARE NEW' requires no elaboration to land with force among Israeli audiences already familiar with Vim as a household name. The Hebrew-language execution, confirmed by the archive's language classification of 'iw', ensures the campaign speaks to the Israeli market in its native register, giving the brand declaration an authenticity that a translated adaptation could not replicate.
The creative team behind Power Flyer includes Tzur Golan, Yam Sasson, Ben Hasdai, and Limor Lamhoot Blomberg, each contributing to the campaign's development at M&C Saatchi Tel Aviv. Their work translates a global network's creative standards into a culturally specific Israeli context, a task made more complex by the agency's recent formation at the time of the campaign's production. The result is a piece of direct communication that prioritises brand clarity over creative complexity — a discipline that suits both the medium and the market. Production credits beyond the named team are not publicly documented for the Power Flyer campaign.
No verified business performance data for Vim's Power Flyer campaign is publicly available. No published sales uplift figures, brand tracking results, or media effectiveness metrics have been documented in Campaign, Ad Age, Adweek, The Drum, or Contagious in connection with the 2015 Israeli campaign. Similarly, no verified recognition for Power Flyer appears in the records of the Cannes Lions, Effie Awards, The One Show, D&AD, Clio Awards, Webby Awards, or WARC Awards.
The archive record itself, held on Clapboard.com, provides the available engagement data: 7,411 views, 14 likes, and 0 comments recorded since the campaign's publication on July 30, 2015. These figures reflect the campaign's reach within the advertising archive community over nearly a decade, rather than its in-market performance among Israeli consumers, and should be read as an indicator of archive visibility rather than commercial impact.
Structurally, Power Flyer carries real effectiveness potential. A direct-medium campaign built around a single, arresting brand statement — 'WE ARE NEW' — in the native Hebrew of the Israeli market, arriving precisely when M&C Saatchi Tel Aviv was establishing its creative credentials in Israel, represents a coherent and purposeful piece of brand work. The Recreation and Leisure framing creates competitive differentiation from household cleaning rivals in Israel who have not pursued the same category adjacency. The Clapboard Score of 52 out of 100 acknowledges the campaign's clear strategic logic and cultural specificity while noting the constraints imposed by a single-asset execution and the absence of documented results that would allow fuller evaluation of its real-world effectiveness in Israel.
Vim's Power Flyer is a direct-medium advertising campaign published in Israel in July 2015, created by M&C Saatchi Tel Aviv. It positioned the household cleaning brand within the Recreation and Leisure category using the brand statement 'WE ARE NEW,' signalling a deliberate repositioning of Vim's identity for active Israeli consumers.
M&C Saatchi Tel Aviv created Power Flyer for Vim in 2015. The agency was formed in January 2015 when M&C Saatchi acquired a majority stake in Ben-Natan Golan Advertising, as confirmed by mcsaatchiplc.com, making Power Flyer one of the agency's earliest Israeli campaigns under the M&C Saatchi name.
The Power Flyer creative team at M&C Saatchi Tel Aviv included Tzur Golan, Yam Sasson, Ben Hasdai, and Limor Lamhoot Blomberg. Their collective work translated the global network's creative standards into a Hebrew-language, Israeli-market execution built around the campaign's central 'WE ARE NEW' declaration.
Power Flyer reflects a strategic choice to reframe Vim's brand energy through the lens of active Israeli leisure rather than functional cleaning. M&C Saatchi Tel Aviv positioned Vim's inherent sense of power as a metaphor for personal vitality, occupying emotional territory that competing household brands in Israel had not claimed.
No verified awards for Power Flyer are recorded. A search of Cannes Lions, Effie Awards, The One Show, D&AD, Clio Awards, Webby Awards, and WARC Awards found no documented recognition for the 2015 Vim campaign in Israel, according to available public records from those organisations.
Vim's Power Flyer holds a Clapboard Score of 52 out of 100. The score reflects the campaign's coherent strategic repositioning and Hebrew-market specificity, balanced against the limitations of a single-asset direct execution and the absence of publicly documented business performance results from the Israeli market.
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