This week, many Israelis were taken aback by a television advertisement promoting Yad Vashem, the national Holocaust memorial and museum, which highlighted its new entertainment features, including a sound and light show. The ad invited the public to come explore “the other side of Yad Vashem,” sparking concerns about the institution’s approach to honoring the memory of the six million Jews murdered by Nazi Germany.
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The commercial raised questions about Yad Vashem’s new direction, with some critics arguing that it was going too far in its efforts to appeal to a broader audience. In the ad, which aired recently in Israel, a voice in Hebrew first asks viewers what they think when they see the Yad Vashem logo on a muted gray background. Then, with dramatic music and fast-paced visuals, the voice invites the audience to discover “the other side of Yad Vashem,” showcasing a new light and sound show as well as musical and theatrical performances.
At one point in the 20-second spot, a musician is shown playing the keyboard with a big grin on his face, a portrayal that sparked reactions across social media. Many were upset by the use of such imagery to promote one of Israel’s most solemn institutions. “Did I just see a Yad Vashem commercial that tries to position itself as cool and less about the Holocaust?” posted user Amir Barkol on X, jokingly suggesting, “Hey, want to go for your birthday to a fascinating and empowering audiovisual experience in Yad Vashem’s Valley of Communities?”
Another user, Oren Evron, compared the ad to a theme park, asking, “What’s next, a Fast Pass to skip lines? A hotel onsite?” Meanwhile, some Holocaust educators expressed concerns about the tone of the commercial. “I think the execution of the message is very problematic, and I can see why people might think it inappropriate,” said John Efron, a Jewish history professor at the University of California-Berkeley. “The ad makes it look like a visit to Yad Vashem might be fun and exciting. Is that really the message they want to convey?”
Alvin Rosenfeld, director of the Center for the Study of Contemporary Antisemitism at Indiana University, added that “time spent at Yad Vashem is not ‘fun,’ and is not meant to be.” He continued, “Whether intended or not, the ad has a certain entertainment allure to it and ends up seeming to project a lighthearted approach to visiting Yad Vashem. That strikes me as being out of sync with the institution’s purpose and meaning.”
In response, Yad Vashem defended the campaign, explaining that its goal was to highlight several new initiatives aimed at teaching about the Holocaust in innovative ways. “This campaign is a way to let the public know that there are new experiences to see and stories to be heard at Yad Vashem, even for those who have visited Yad Vashem in the past and who might think we have nothing new to share with them,” the institution stated in a response to The Times of Israel.
The museum further explained, “These new experiences might not immediately come to mind when thinking about a visit to Yad Vashem. But they are part of our mission to tell the story of Jewish life before and during the Holocaust.” Yad Vashem emphasized that it is always looking for creative ways to educate the public about the Holocaust. “This is in part through initiatives like the Touching Memories theater, the audio-visual experience at the Valley of Communities, and by opening the doors of a new collection center that tells untold stories through artwork and artifacts and offers a peek at the work being done behind the scenes,” it added.
The museum also noted that the new light and sound show, which is not yet open, will be launched to the public in the coming months. This new campaign is part of the ongoing effort by Yad Vashem, one of the world’s most significant centers for Holocaust education and remembrance, to address the challenges posed by the passage of time. With the 80th anniversary of the Holocaust and World War II, antisemitism increasing globally following the October 7, 2023, Hamas attack on Israel, and the dwindling number of Holocaust survivors, experts say it is more critical than ever to find new ways to teach the lessons of the genocide.
These challenges have made it crucial to use modern technology and approaches to convey the horrors of the Holocaust and the dangers of extremism. At the same time, Yad Vashem is also seeking to attract more visitors to maintain its relevance and funding, according to a former employee who wished to remain anonymous. “This ad doesn’t surprise me. Yad Vashem is struggling financially, and they are trying to bring in more people,” the source explained. “Yad Vashem has a very important mission in Israeli society, but people barely come in except on Holocaust Remembrance Day, and employees are leaving because there is no money. It makes sense that the management is trying to commercialize its efforts better.”
The former employee also noted that about 40% of Yad Vashem’s budget comes from the Israeli government, while the rest is provided by private donations, which have decreased in recent years.
{Matzav.com Israel}The post SACRILEGIOUS: ‘Cool’ New Ad for Yad Vashem Earns Outrage Toward Holocaust Museum first appeared on Matzav.com.