Education, the economy, raising salaries for the working-class, helping the disabled - these are topics you might expect to feature large in left-wing parties' election campaigns, while those on the Right emphasize things like security, fighting terrorism, supporting the IDF and (for some) building in Judea and Samaria.
But in his latest campaign video, Jewish Home party leader Naftali Bennett seeks to dispel that notion by highlighting some of his key achievements during his term as Economics Minister.
Like his previous video - in which he urged Israelis to "stop apologizing" - the main characters are secular, left-wing Israelis in Tel Aviv. In this case however, Bennett himself does not appear in the video; instead, two women share his successes in everything from increasing employment opportunities for the disabled, to building hundreds more kindergartens, to encouraging major foreign businesses to invest in Israel.
But after enthusiastically describing him as "a real doer", they then dismiss him purely for being "right-wing."
It's both an attempt to challenge the habitual perceptions of Israeli voters, as well as seeking to highlight the Jewish Home party's achievements in their own right.
The campaign is also probably at least partially a response to the new "centrist" Kulanu party headed by former Likudnik Moshe Kahlon, whose own economic achievements while in government as a Likud minister are drawing many Israeli voters to him and away from both left- and right-wing parties.
And it's also another clear attempt to woo more secular voters to the Jewish Home party which, while still religious-Zionist in character, has opted to open its ranks to irreligious candidates as well.
The focus on secular Israelis has already provoked a reaction from Bennett's rivals, who have accused him of making his party "less religious."
Yoni Chetboun - a former Jewish Home MK and current number two on the Yachad - Ha'am Itanu list - said the content of Bennett's campaign videos went "totally against" Torah values. "Rabbi Kook and Rabbi Soloveichik would not have given their approval to such material," he declared, invoking two leading religious-Zionist rabbis of the twentieth century.
It is not clear what precise aspect the video Chetboun objected to. In a recent interview with Arutz Sheva he said his own party would both focus on economic issues and reach out to irreligious (if "traditional") voters.