By Rafi G.
I went into Bank Leumi today to talk about the possibility of opening an account there. The one thing you notice right when you walk in – you can’t miss it – is the four large LCD screens displaying images of the directors of Bank Leumi receiving a bracha from Rav Yosef Shalom Elyashiv. Everywhere you look in this little branch of Bank Leumi, there is a screen facing you with the images displaying.I was almost embarrassed with the commercial way they are using Rav Elyashiv’s images. Just like, lehavdil, a celebrity making a commercial for vitamin water, Rav Elyashiv is now being used for commercials for Bank Leumi – except that celebrities get paid millions of dollars for use of their image, and Bank Leumi is probably raking it in because of the use of the gadol‘s image.
How embarrassing to use a gadol like that.