Skip To Content
We’ve Taken Down the Forward Paywall: An Open Letter to Our ReadersRead Now
The Schmooze

WATCH: Newman From ‘Seinfeld’ Returns to TV — in Israeli Ikea Ad

A beloved “Seinfeld” character made an unlikely reprise: in an Israeli commercial for the furniture giant Ikea.

In a short video for Ikea’s 2017 catalogue, Wayne Knight stars once again as Newman, Jerry Seinfeld’s grumpy mailman neighbor and sometimes nemesis.

Shot in Israel, the video features Knight lamenting the lack of respect for postal workers in modern society, as he deals with challenges on his delivery route, including having to resort to various schemes to hand out a piece of mail — and still not succeeding.

“But there is one day that makes me feel special, like Valentine’s Day for the florist, like the day after Passover for the baker,” gushes Knight.

That is the day the yearly Ikea catalogue arrives. As a group of excited Israelis gather around him, Knight, who speaks in English throughout the commercial, says a sentence that contains a single word in Hebrew: My life is tutim (strawberries). To Knight’s dismay, one of people gathered around him offers him grapes, not strawberries.

The line may be referring to Israeli artist Hanan Ben Ari’s hit song, “Our Lives Are Strawberries,” in which the singer complains about the difficulties of living in the Jewish state, while also acknowledging the positives.

Watch the commercial here:


Republish This Story

Please read before republishing

We’re happy to make this story available to republish for free, unless it originated with JTA, Haaretz or another publication (as indicated on the article) and as long as you follow our guidelines. You must credit the Forward, retain our pixel and preserve our canonical link in Google search.  See our full guidelines for more information, and this guide for detail about canonical URLs.

To republish, copy the HTML by clicking on the yellow button to the right; it includes our tracking pixel, all paragraph styles and hyperlinks, the author byline and credit to the Forward. It does not include images; to avoid copyright violations, you must add them manually, following our guidelines. Please email us at [email protected], subject line “republish,” with any questions or to let us know what stories you’re picking up.

We don't support Internet Explorer

Please use Chrome, Safari, Firefox, or Edge to view this site.