Sunday, September 12, 2010

Israel National Lottery Launches Flash Mob (or is it Flesh Mob?) at Rishon LeZion Beach

Rishon LeZion is Israel's fourth largest city.  Just seven miles south of Tel Aviv, it was founded in 1882 by Jewish immigrants from Ukraine, four years after the establishment of Petach Tikva, the first Jewish agricultural settlement.

The founders would be surprised to see how the beach just west of the city center was used last week by Israel's national lottery, Mifal HaPayis, to promote their new campaign, “Let the numbers organize your life.” 

As onlookers with cameras snapped away, giant inflated versions of the popping balls that bounce through the lottery machine set the stage for 400 professional dancers, who erupted into a wild five minute dance to a medley of Abba songs.

We observed the video of this event very closely, (only to marvel at the magnificent camera work) and wondered if the Israeli pronunciation of flash mob (flesh mob) is a more accurate description of this performance.  Enjoy!

(A tip of the kippah to Esther Kustanowitz for calling this video to our attention.)