At first glance, the ads echo the old “You don’t have to be Jewish to love Levy’s real Jewish rye” ads — the ones featuring distinctly non-Semitic faces in ecstasy over Jewish rye bread.
But in a $100,000 campaign that launches this week, the punims belong to scandal-bitten celebrities. And the look-alike ads tout the value of so-called “offlining” — shutting off hand-held devices — on September 18, otherwise known as Yom Kippur 5771.
“You don’t have to be Jewish to atone for your texts on Yom Kippur,” reads the headline on a poster featuring a stricken-looking Tiger Woods. Lindsay Lohan’s exhausted visage adorns an ad whose kicker is “…to make amends for your Tweets on Yom Kippur.” And a wrinkly, smiling Mel Gibson stars in an ad that shares the same message about giving up “drunk dialing for Yom Kippur.”