Shas's first election campaign video has sparked a storm on social media. The video centers on a family gathered around the Shabbat table, with one brother wearing an IDF uniform and his younger brother portrayed as a yeshiva student.
Through the campaign, the party seeks to convey a message of unity and partnership, emphasizing that every segment of Israeli society contributes to the country in its own way.
However, the strategic decision to place a uniformed soldier at the center of the video drew sharp criticism. Many commented that Shas has spearheaded efforts to advance legislation granting the haredi public an exemption from military service, and has even threatened steps that could lead to the government's collapse if the legislation is not advanced.
Critics argue that the party is now using the image of an IDF soldier to appeal to traditional voters and broaden its support base.
On social media, users accused the campaign of promoting a message that contradicts the party's political conduct in recent years.
"Until yesterday, they were fighting for an exemption from military service; today, the soldier is the face of the campaign," one user wrote. Others questioned whether the video reflects a genuine shift in the party's approach or is simply an election gimmick.
Political assessments suggest that Shas is using the campaign to strengthen its standing among traditional voters, amid indications that its support has declined following the public controversy over military enlistment.
Alongside the criticism, however, some voices praised the campaign's approach. Journalist Yossi Elituv wrote on X: "Shas deserves credit: an excellent campaign video. No shouting, no imaginary enemies and no apocalyptic scare tactics. A simple, human story, with a wink, that succeeds in reminding the viewer why this party exists in the first place and which public it speaks to. And above all their slogan is: 'Through faith I have chosen.'"